Risks associated by consumers with clothing rental: barriers to being adopted

Abstract

Purpose

To identify the risks associated by consumers with renting clothes.

Design/methodology/approach

A descriptive research with a quantitative approach was carried out. First, the measurement models of the variables involved in the proposed model were validated. After verifying the existence of the variables, the resulting model was finally estimated through structural equation modelling.

Findings

The results obtained establish the six dimensions that make up the problems associated by consumers with the clothing rental business model. These problems encompass various types of risks: financial, physical, performance, psychosocial, inconsistency with values and lifestyle, as well as lack of trust in the service provider. The results obtained show that only inconsistency, financial risk and physical risk have a significant effect on attitude. These performance risks, together with the consumer's attitude towards renting, have a negative effect on the intention to rent.

Originality/value

Factors that have a negative effect on attitude have been studied less than the facilitators of attitude. This is the first study in Spain.

Practical implications

The results will help managers to understand the adoption behaviours of these models.

Social implications

This study helps understand the social innovation needed to change consumers' relationship to clothing.

Citation

Grilló-Méndez, A.J., Marzo-Navarro, M. and Pedraja-Iglesias, M. (2024), "Risks associated by consumers with clothing rental: barriers to being adopted", Journal of Fashion Marketing and Management, Vol. 28 No. 6, pp. 1135-1150. https://doi.org/10.1108/JFMM-02-2023-0043