Sustainability through circular fashion: The role of media richness in promoting online renting clothing

Abstract

As sustainability becomes an inevitable trend, excessive consumption and the throwaway culture that play a significant role in the rise of textile waste are raising environmental concerns in the society. Therefore, circular fashion has also become a popular research topic among researchers in recent years since it may stimulate the reuse and recycling of used clothes and minimize new purchases to support sustainable methods, contributing to both environmental and economic sustainability. This study investigates the antecedents of media and consumers’ tendencies that influence them to adopt online fashion renting, which contribute to circular fashion. The research model developed using the foundation of Media Richness Theory (MRT), Expectancy - Value Theory (EVT), with social media like Facebook, TikTok, Instagram, etc. serving as the research object. By applying these theories, this study suggests that participation in online renting clothing is influenced not only by the effect of media’s strategies but also by an individual’s inner traits and personal interests. The online questionnaire surveys were measured and analyzed using SmartPLS 3. The results show the positive relationships between the variables. This study also highlights mediating relationships of Media Richness and Behavioral Intention through the intermediate variables including Contamination Concerns, Attitude, Relative Advantages. It also provides significant theoretical and practical implications for the government and businesses to raise awareness for consumers and promote their behavioral intentions toward adopting sustainable online fashion renting