Generation Z’s Acceptance of Apparel Rental: Advancing Collaborative Consumption for Responsible Consumption and Production (SDG 12)

Objective: This study examines the factors influencing Generation Z customers' intention to embrace apparel rental products in emerging countries, aiming to promote collaborative consumption and support sustainable practices. Theoretical Framework: The theory of planned behavior stands out, providing a solid basis for understanding the context of the investigation. Method: This research utilized a quantitative research design and a deductive approach. To collect primary data, a convenience sample of 207 Generation Z customers in Sri Lanka was surveyed. An online questionnaire was distributed to the respondents to gather the necessary information for the study. Results and Discussion: The results obtained revealed that individuals are motivated by personal beliefs, social approval, price, and the perceived value of contributing to sustainability when choosing apparel rentals. In the discussion section, these results are contextualized in light of the theoretical framework, highlighting the implications and relationships identified. Possible discrepancies and limitations of the study are also considered in this section. Research Implications: The practical and theoretical implications of this research are discussed, providing insights into how the results can be applied or influence practices in the field of sustainable consumption. These implications may include promoting a sharing economy while addressing various style preferences. Originality/Value: This study enhances the theory of planned behavior by incorporating the effect of product pricing, which is a significant factor in consumption within emerging markets.