Exploring the determinants of fashion clothing rental consumption among young Indians using the extended theory of reasoned action

Purpose This study aims to explore the influence of external factors and the characteristics of young Indian consumers on their behavioral intention toward fashion clothing rental (FCR), using the theory of reasoned action (TRA) as a theoretical framework. Design/methodology/approach This study used quantitative research methods, collecting data from 396 Indian participants, and tested the proposed hypotheses using PLS-structural equation modeling. Findings The results indicated that young Indian consumers' favorable attitudes toward FCR are mainly driven by perceived usefulness, novelty-seeking, fashion orientation, narcissism and environmental consciousness. These drivers, together with subjective norms, further lead to their intention to rent fashion clothing. This study also found that perceived risk has a negative impact on consumers' attitudes toward FCR, but minimalism does not significantly affect consumer attitudes. Originality/value By integrating additional constructs into traditional TRA, this study contributes to existing literature and provides insight for fashion retailers on the role of consumer characteristics in the adoption of FCR in emerging markets.