Motivation and Drivers for Online Fashion Rental: Study by Social Networking Sites in Indonesia

This empirical study aimed to examine factors influencing consumer's behavioral intentions to rent fashion items online through social network sites. Social network sites were chosen because more and more businesses use them to sell online. Expectancy values (relative advantage and ecological importance) and past sustainable behavior were tested to see the relationship with attitude toward online fashion renting. Afterwards, the path analysis of the attitudes and subjective norms was conducted to reveal the relationships with consumer's behavioral intentions to use online fashion renting. The proposed theoretical model consists of relevant variables developed from the current literature on the circular economy, especially fashion rental, where the Theory of Reasoned Action (TRA) is the main theory. This quantitative study uses purposive sampling to obtain survey data from 244 respondents in Indonesia. Structural equation modelling and confirmatory factor analysis were used to test the model's validity, reliability, and relationship. The findings showed that expectancy values and past sustainable behavior are positively related to attitude toward online fashion renting. Moreover, consumers' attitude and subjective norms positively influence their behavioral intention to use online fashion renting. These results reaffirmed the positive effect of consumer's attitude and subjective norms to their behavioral intention to use an online service in supporting sustainable behavior.