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common concern of consumers, especially in the UK

Non-ownership of various fashion products has been perceived as a common concern of consumers, especially in the UK. According to Capone and Lazzeretti (2016), consumers perceive that renting does not offer equal gratification as owning a product in actuality or being in a position to afford it. Ostensibly, materialistic consumers commonly ascribe value to ownership. Therefore, they perceive non-ownership to be unattractive and, in most cases, not a viable option for them. Most of the consumers who are in support of rentals agree that rental is mainly suitable in cases where the needs can relatively change quickly, such as wedding occasions, among others. Apart from functional barriers, renting clothes can eliminate the hedonistic facets of shopping (Capone and Lazzeretti, 2016). Even though either offline or online fashion services dealing with rentals can easily replicate the hedonistic shopping aspect, both of them form a novel user experience. Other barriers identified in most studies are garment hygiene, quality, and maintenance issues. These facets are associated with trust in the rented brand, which is primarily influenced by the theory of social capital (Pedersen, Gwozdz, and Hvass, 2018). The social capital theory views behavioural intention and consumer’s perceptions to be impacted by an organisational trust. Thus, companies with questionable operations and staff cannot be successful in the fashion renting business because of negative customer perception about them. Another attitude that hinders cloth renting industry from growing is the perceived cost. Many consumers perceive the concept of paying continuously for services without obtaining ownership as expensive and risky (Kwon and Choo, 2020). Some also posited that rental fashion turns consumption of fashion into monetary obligation, which affects their finances negatively. Despite the negative perceptions of some consumers, many perceive rental fashion positively.

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