Renting clothes online in Portugal : influence of consumer characteristics and service delivery on attitude

• Autor(a) principal: Soares, Catarina de Oliveira
• Data de Publicação: 2021
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.14/34679
• topic: Fashion consumption; Access-based consumption; Fashion rental; Consumer characteristics; Service delivery; Theory of Planned Behavior; Consumer attitude; Consumer intention; Portugal; Consumo de moda; Consumo baseado no acesso; Aluguer de roupa; Características do consumidor; Características do serviço; Teoria do Comportamento Planeado; Atitude do consumidor; Intenção do consumidor; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

In recent years, novel consumption patterns have emerged, with consumers becoming increasingly aware of their impact on the environment. This has led to the rise of a new mindset and culture, in which consumers pay to use and experience goods and services instead of owning them, designated as access-based consumption. Spurred by the success of this business model internationally and the gap existent in the Portuguese market, this study aims to identify the effect of individual consumer and service characteristics on the attitudinal development process and consumers' intention to adopt this disruptive service. This study aimed to empirically test the effect of both consumer characteristics – fashion leadership, need for uniqueness, ownership importance, and environmental awareness – and service delivery features – importance of fast delivery and cleanliness of the rented products – on attitude toward renting clothes online on a monthly subscription basis. Besides, the effect of attitude, subjective norm and perceived behavioral control on participants´ intention was also scrutinized. This research was based on the Theory of Planned Behavior. The results from the survey indicated that fashion leadership, environmental awareness, importance of ownership, and ability to offer a fast delivery directly influenced consumer´s attitude. Additionally, attitude and subjective norm revealed a positive effect on the intention to participate in the renting system. The present research can inform fashion subscription service managers regarding which consumer and service dimensions should be considered, in order to accurately attract and convert the appropriate consumer segments and streamline their marketing campaigns accordingly.