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The study utilized the consumption value theory to explore the motivational factors that define and differentiate the users and nonusers of fashion rental services

A focus group was conducted to generate an initial list of measurement items. These items were refined through a pretest and then used in a self-administered online questionnaire to collect data from a total of 300 users and 300 nonusers. The collected data were analyzed using factor analysis to identify the factors that define users and nonusers. A MANOVA was then conducted to explore the differences in the identified factors between users and nonusers.

Using factor analysis, nine factors were extracted across the five consumption values (functional, social, emotional, conditional and epistemic). MANOVA revealed a significant difference between users and nonusers across all factors. Further analyses suggested that the most differentiating factors are two emotional value factors and one social value factor.

Despite existing studies of fashion rental services, it is debatable whether the phenomenon is fully understood since previous studies primarily focus on consumers who engage in fashion renting services – there is a lack of focus on nonusers. This study provides unique contributions by exploring the phenomenon from both the user's and the nonuser's perspective.

The purpose of this study is to utilize consumers' regulatory focus as a segmentation variable to understand how and why consumers shift their tendency to prioritize certain apparel attributes.

Six hypotheses are developed and then tested via two experiments. Self-administered online questionnaire is used to collect data from a total of 1,178 participants recruited via Amazon Mechanical Turk. The collected data is analyzed using series of Chi-square tests and ANOVAs.

Results show that promotion-focused (prevention-focused)) consumers are not only more likely to prioritize apparel attributes that ensure the attainment of satisfaction (avoidance of dissatisfaction) but also attach higher monetary value to apparel products bearing such attributes.

Previous studies of apparel attribute prioritization utilized static segmentation variables such as age or gender despite the dynamic nature of attribute prioritization tendency. This study extends the literature by demonstrating the significance of consumers' regulatory focus – a dynamic segmentation variable that has not been studied in the current context.

Fast food consumption is examined through the theoretical lens of the food consumption value model. Specifically, this study aims to examine whether process value moderates the impact of fast-food consumption value on consumer decision-making.

Data is collected from 380 US consumers via a self-administered online questionnaire. Structural equation modeling and moderated mediation analysis are used to test the relationships between fast-food consumption values (product value, location value, emotional value, social value and process value), attitude and behavioral intention.

Location value (physical and experiential environment of fast-food consumption) and emotional value (positive affect from fast-food consumption) of fast food positively influence behavioral intention through positive attitude toward fast food. Positive impact of product value (physical attributes of fast food) on behavioral intention through attitude is attenuated by process value (consumers’ level of concern on sustainability of fast-food production).

Fast-food restaurants should prioritize their investments in providing location value (e.g. pleasant restaurant atmosphere) and emotional value. It is also important to take caution in focusing too much on product value and consider investing more resources into implementing sustainable practices.

The consumption value-based approach not only updates previous understanding of fast-food consumption behavior but also offers insights on how consumers’ decision-making process is influenced by their perception toward sustainability issues of fast-food production.

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

This paper found that the value consumers place within the industry play a critical role in determining their behavior. Values such as location, emotional and process value were deemed important.

The briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.