Raising Awareness of Responsible Consumption Through Fashion Rentals and Frugal intentions

Sustainable consumption practices help to reduce environmental impacts and fosters responsible consumers. Researchers have explored the positive drivers and negative barriers of fashion-conscious consumer (FCC) purchasing intention on fashion clothing. The study also examined the motives and outcomes of the phenomenon, such as rental landscape and frugality. Using the qualitative phenomenological method, researchers conducted 21 in-depth semi-structured interviews in India to tap into FCC's buying intention and experience. From the results of qualitative analysis, researchers identified “emotion” as a new parameter reflecting consumer passion and interpersonal relationships. Different themes emerged, such as selection of the style, attention-seeking, status value, cost factor (uncontrollable), and psychological value, which are the commonly identified motivators. Conceptual framework is developed to understand the perception towards green environment and sustainability. The implications are to improve the sustainable practices in the fashion sector through rental options and frugality.