The Influence of Behavioral and ESG Drivers on Consumer Intentions for Online Fashion Renting: A Pathway Toward Sustainable Consumption in China’s Fashion Industry

Bilal Ahmed, Hatem El-Gohary (), Rukaiza Khan, Muhammad Asif Gul, Arif Hussain and Syed Mohsin Ali Shah ()
Additional contact information
Bilal Ahmed: School of Business, Qingdao University, Qingdao 266071, China
Hatem El-Gohary: College of Business & Economics, Qatar University, Doha 2713, Qatar
Rukaiza Khan: Department of Basic Sciences and Humanities, CEME, National University of Sciences & Technology (NUST), Islamabad 44000, Pakistan
Muhammad Asif Gul: Department of English, National University of Pakistan, Islamabad 44000, Pakistan
Arif Hussain: Institute of Business Studies and Leadership, Abdul Wali Khan University, Garden Campus, Mardan 23200, Pakistan
Syed Mohsin Ali Shah: Institute of Business Studies and Leadership, Abdul Wali Khan University, Garden Campus, Mardan 23200, Pakistan

Sustainability, 2024, vol. 16, issue 22, 1-23

Abstract: As the fashion industry faces increasing scrutiny over its environmental impact, collaborative consumption models such as online fashion renting offer potential solutions for fostering sustainability. This study examines the role of environmental, social, and governance (ESG) factors alongside behavioral drivers in shaping consumer intentions toward online fashion renting in China, a model of collaborative consumption that contributes to sustainability by reducing new product demand and promoting the reuse of fashion items. The data was gathered from 403 Chinese customers using a standardized questionnaire. Structural equation modeling (SEM) was used to examine the given study hypotheses. The current study empirically demonstrates that customers’ attitudes, past sustainable behavior, and subjective norms are significant indicators of consumers’ intentions toward online fashion renting. The results further indicate that relative advantage, compatibility, perceived ownership, psychological risk, green self-identity, and experience value are the key drivers of consumers’ attitudes toward online fashion renting. Additionally, the ESG factors were found to have a significant positive impact on consumer attitudes toward online fashion renting, underscoring their importance in driving sustainable consumption patterns. By integrating behavioral and ESG perspectives, the study contributes to the growing discourse on how sustainable consumption patterns can be encouraged within the fashion industry, offering theoretical and managerial implications for fostering sustainable behavior. Directions for future research are also suggested.

Keywords: online fashion renting; sustainable behavior; sustainable consumption; consumer perceptions of ESG; expectancy–value theory; theory of reasoned action (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2024
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