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Study finds Gen Z interested in renting clothes

Aug 16, 2021
Study finds Gen Z interested in renting clothes

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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