Collaborative consumption: The influence of fashion leadership, need for uniqueness, and materialism on female consumers’ adoption of clothing renting and swapping

• Published in: Sustainable production and consumption 2018-01, Vol.13, p.37-47
• Main Authors: Lang, Chunmin, Joyner Armstrong, Cosette M.
• Format: Article
• Language: English
• Subjects: Collaborative consumption; Fashion leadership; Materialism; Need for uniqueness; Renting; Swapping
• ISSN: 2352-5509; 2352-5509
• DOI: 10.1016/j.spc.2017.11.005

Over-consumption and a throwaway culture contribute to increased textile waste, which is a growing environmental concern. Collaborative consumption may encourage the reuse of products and reduce new purchases to prevent excessive textile waste. The purpose of this study was to identify the influence of personality traits on consumers’ intention to engage in collaborative consumption through clothing renting and swapping. By applying the theory of planned behavior (TPB), this study considers that engaging in collaborative consumption is not only from an individual’s inner characteristics but also from self-interest and social values. An online survey was conducted with 431 US females. Structural equation modeling (SEM) was used to test proposed hypotheses. The results indicated that three personality traits, including fashion leadership, need for uniqueness, and materialism, significantly influence the intention to rent and swap clothing. Further, personality indirectly influences the intention to adopt collaborative consumption through attitude, perceived behavioral control, and past sustainable behavior. This study highlights the role of personality traits, attitude, perceived ability and past experiences on collaborative consumption, and provides guidance and suggestions for clothing renting and swapping businesses. •Collaborative consumption is considered as a new trend in sustainable consumption.•Fashion leadership positively affects intention to clothing renting and swapping.•Need for uniqueness positively affects the intention to swapping, but not renting.•Materialism is negatively associated with intention to both renting and swapping.•CC intention is affected by attitude, perceived behavioral control, past behavior.