Did you just buy that? Why not rent it? A quantitative study about consumer beliefs towards rental options

Abstract: Negative environmental impact caused by humankind imposes societal action. New market structures are seemingly necessary to achieve sustainability, though, change is often difficult to attain. The clothing industry is a significant source to environmental degradation, hence, change is desired within the industry. Based on The theory of planned behavior, this quantitative study examines consumers behavioral beliefs towards eight determinants regarding rental of everyday clothes. The purpose of this study is to examine whether behavior beliefs towards clothing rental are differentiated between segments within the three demographic categories; gender, age and level of education. Results presented a strong indication of differentiation between genders, but no clear indications of differentiation between segments by age or educational level. Though, the analysis suggests weak indications that differentiation between segments by age and educational level might exist even though it was not clearly observed. Insights gained in this study can particularly be of use for the clothing industry, as well as for other industries and for future research.