Collaborative Green Consumption: The influence of Enjoyment, Reputation, Fashion leadership, need for uniqueness, and Materialism on consumers’ adoption of clothing renting and swapping

Abstract

Shared consumption is recommended as an environmentally friendly consumption practice. As a result of overconsumption and a disposable lifestyle, textile waste is becoming a rising environmental issue. Collaborative green consumerism may encourage product reuse while limiting new purchases to prevent excessive textile waste. The goal of this study was to see how personality factors affected consumers' propensity to participate in collaborative green consumption through clothes rental and swapping. Consumer attitudes have altered in recent years, raising concerns about the environmental, social, and developmental consequences. 200 questionnaires were distributed for the survey, and 140 valid responses were obtained. Smart PLS was used to analyze the data. The study's goal was to add to the body of information about collaborative green consumption. This project was also performed to determine whether clients require a new marketing paradigm. As a result, the theory of planned behavior was applied to the study of collaborative green consumption through renting and swapping, with attitude, subjective norms, previous sustainable behavior, and perceived behavioral control selected as moderators.