Furniture rental – the new way to consume furniture? : Attitudes and intentions to choose furniture rental as an alternative consumption model

University essay from Jönköping University/Internationella Handelshögskolan; Jönköping University/Internationella Handelshögskolan

Abstract: Background: Fast furniture is a growing trend similar to fast fashion and fast food, implying that manufacturers produce large quantities of inexpensive furniture. At the same time, consumers use the furniture shorter and replace it more frequently. Fast furniture relies on high resource consumption, outsourced production, and furniture design that makes it necessary to replace it more often. This causes a decrease in quality and an increase in produced quantities. Most of the furniture worldwide is landfilled as it is not recyclable due to low-quality materials. One potential solution is implementing Circular Economic practices, including furniture rental as an alternative way of consumption. Consumer acceptance of this model is scarcely researched, but the formation of consumers' attitudes and intentions has been the subject of publications in other consumption contexts. The recent literature is reviewed, and a research framework was built based on the Theory of Reasoned Action and additional intrapersonal barriers and drivers. Purpose: This research aimed to explain the relationship between intrapersonal barriers and drivers with attitude and behavioral intention towards furniture rental. Further, it was aimed to show which furniture categories are most likely to be rented. Method: A quantitative approach deploying a self-administered online survey was chosen. 235 usable responses were gathered, which were analyzed using PLS-SEM to assess the hypothesized relationships. Conclusion: The findings show that the overall attitude towards furniture rental is positive. Trend orientation and perceived risk are the most influential antecedents of attitude and behavioral intention. Supporting the Theory of Reasoned Action, attitude is the strongest predictor of behavioral intention. Perceived sustainability value, perceived economic value, and materialism also significantly influence the intention to rent furniture. Familiarity with the Sharing Economy shows no significant influence. The study contributes to the existing literature on consumer intentions to use alternative consumption. A new research model was developed based on existing theory and literature. Managers can use the findings to alter, adapt, and build their furniture rental service offerings.

  AT THIS PAGE YOU CAN DOWNLOAD THE WHOLE ESSAY. (follow the link to the next page)