Investigating the impact of environmental factors on the intention to adopt online fashion rental services: The moderating role of personal innovativeness

The fashion industry is under increasing pressure to adopt sustainable practices, owing to the criticism of its detrimental environmental impact, characterised by resource and textile waste, and a significant carbon footprint. In response, online fashion rental services have emerged as a more sustainable alternative, resonating with young, environmentally conscious consumers. Drawing upon the Theory of Planned Behaviour (TPB) and the Diffusion of Innovation (DOI) theory, this study investigated the impact of environmental factors on the intention to adopt online fashion rental services. A quantitative research design and a convenience sampling method were employed, wherein 371 valid responses were collected through an online questionnaire. The data was thereafter analysed using the Partial Least Squares Structural Equation Modelling (PLS-SEM) technique. The findings revealed that past environmental behaviour, environmental awareness, and consumer knowledge have a positive influence on the attitudes towards online fashion rental services. Additionally, attitude exerted a positive influence on behavioural intentions. Personal innovativeness was also found to be a moderator in the relationship between attitude and behavioural intentions. The results contribute valuable insights for marketers and policymakers tasked with promoting sustainable fashion. The research provides a deeper understanding of how Generation Z consumers can be nudged towards an intention to adopt online fashion rental services.