Mainstreaming fashion rental consumption: A systematic and thematic review of literature

Jain, Ritu, Jain, Kokil, Behl, Abhishek, Pereira, Vijay, Giudice, Manlio Del and Vrontis, Demetris (2022) Mainstreaming fashion rental consumption: A systematic and thematic review of literature. Journal of Business Research, 139. pp. 1525-1539. ISSN 1482963

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The current study aims to recognize the main enablers and inhibitors in adopting the renting mode of collaborative fashion consumption. It employs a systematic literature review (SLR) method to enable identification, selection, critical assessment, and synthesis relevant studies in this phenomenon. The process of SLR shortlisted 41 articles for further analysis of descriptive statistics and emerging themes. The descriptive statistics analysis revealed that fashion renting is evolving fast, and thus far, North America has contributed the most in scientific publications related to this field. Subsequently, the thematic analysis procedure uncovered the themes including motives, barriers, personality traits, and role of culture in consumer adoption of fashion renting along with challenges and opportunities in fashion rental business. Furthermore, the study discusses the managerial implications and assembles the insights to edify potential research directions in the area.

Item Type: Article
Keywords: Consumer adoption | Consumer behavior | Fashion | Fashion Renting | Systematic literature review
Subjects: Social Sciences and humanities > Business, Management and Accounting > Marketing
JGU School/Centre: Jindal Global Business School
Depositing User: Mr. Syed Anas
Date Deposited: 11 Jan 2022 07:42
Last Modified: 11 Jan 2022 07:42
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