Washington, USA
The
findings of a new study by Washington State University (WSU) researchers
suggest that Gen Z adults are interested in using apparel rental services to
reduce overconsumption.
Ting Chi, corresponding author
on the paper and chair of WSU’s Department of Apparel, Merchandising, Design,
and Textiles said that, the idea is growing more popular, especially among Gen
Z consumers and they are very interested in sustainable consumerism, care about
the environment, and are willing to make changes to help the planet.
Apparel rental, also known as
collaborative apparel consumption, extends the life of an article of clothing
because people do not throw it away after wearing it a few times.
Chi and co-authors Lindsay
McCoy and Yuan-Ting Wang surveyed 362 adults born between 1997 and 2002 from
across the United States. They found that the respondents were still interested
in being fashionable, but do not need to own a product.
The study identified several
factors that made clothing rental acceptable to Gen Z adults. The most important, according to
Chi, is the perceived effectiveness of making a difference. If consumers feel
their effort will have an impact, they are more likely to accept a change.
Another factor was the focus on usage, not ownership.
Chi and his co-authors plan to
continue their research by surveying other generations to gauge their interest
in rental apparel.
Source: webindia 123
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