Exploring Green Consumerism and Adoption Intention for Online Subscription-Based Rental Apps Model: An Extended MGDB Approach

Abstract

This study explores green consumerism and consumer expectations for secondhand clothing by applying the extended Model of Goal-Directed Behavior (MGDB) to sustainable consumption. Specifically, it examines the key psychological and behavioral drivers influencing the adoption of online subscription-based rental apps (OSBRA) for secondhand fashion. A quantitative approach was employed, integrating psychological constructs into the MGDB framework. Data were collected through a consumer survey (478 participants) and analyzed using structural equation modeling (SEM) to test the hypothesized relationships. The findings confirm that psychological and behavioral factors play a significant role in shaping OSBRA adoption intention, with key drivers such as desire, subjective norms, anticipated emotions, perceived behavioral control, attitude, and perceived effectiveness, while also highlighting the moderating influences of collectivism and perceived effectiveness on sustainable fashion consumption. This study provides insights for businesses, policymakers, and marketers on promoting secondhand clothing rentals through digital platforms. By understanding the psychological mechanisms driving OSBRA adoption, stakeholders can develop targeted strategies to encourage sustainable consumption and advance circular fashion practices. By extending the MGDB framework to secondhand fashion rentals, this study offers a novel perspective on green consumerism in the digital era. It provides empirical evidence on the behavioral dynamics of sustainable consumption, contributing to both academic research and practical sustainability initiatives