The research study aims at looking at the attitudes of consumers in the UK towards rental fashion and any perceived risk involved.
Research objectives
To understand how attitudes, social norms and perceived behavioural control of UK consumers affect their perceptions and intentions to use rental fashion services.
To examine the perceived risks which prevent UK consumers from renting fashion items.

Research contributions
This research will benefit specifically those who are interested in venturing into rental fashion in different parts of the world. It will help them in forming their business strategies based on the findings of this study regarding customers’ perception of retail fashion. Subsequently, the findings will assist stakeholders in the fashion industry to understand some of the key factors contributing to the preferences of most apparels that can help in their business growth despite the surging competition in the sector. It will also have implications for both developing and developed nations’ governments such as the UK and other policymakers who aim to establish competency in the growing market of rental fashion. Apart from that, this study will contribute to the growing literature associated with consumer perception, patronage, and attitude towards renting fashion. Some of the theoretical contributions will be made on consumer perception with respect to rental fashion because the existing theories mainly concentrate on general fashion. This study mainly has implications on the subsect of perception theory known as self-perception theory because rental fashion, as seen from the findings, is primarily concerned with the perception of individuals.