Sustainability Through Collaborative Consumption Practices

Abstract

"Online fashion renting" is how the sharing economy concept has emerged in the fashion sector. Online fashion rentals are now acceptable and accessible thanks to the growth of collaborative consumption in the clothes sector and technological advancements, accelerating consumer demand for more reasonably priced and environmentally friendly fashion items. The current study determines how the expectancy-value plays a vital role in developing behavioral beliefs that may cause favorable attitudes and intentions toward online renting. The research applies a quantitative approach; a conceptual framework is proposed based on the theory of planned behavior and expectancy value theory. Data was gathered from 320 fashion users renting items from social media and rental outlets via survey. The results revealed that growing awareness of online fashion rental in Pakistan has not only made it convenient for the customer, but these rental services also support giving a second life to fashion items that have been disposed of after the low frequency of use due to short life cycles and frequent updates of fashion. This study provides guidelines for renters and rentals as the success of fashion renting depends on consumer awareness, and its acceptance in the Pakistani market for customer communication can play a vital role in creating trust regarding online fashion renting.