Towards Fashion Renting: Identification Of Influencing Factors For Consumer Behavior

The Fashion Industry is one of the most polluting economic sectors, contributing to a massive generation of greenhouse gas emissions. This characteristic makes the shift towards a sustainable production and consumption model in fashion challenging and urgent. In this context, Fashion Renting emerges as a solution that may extend the product lifecycle and reduce environmental impact. Nevertheless, although different studies focus on analyzing the correlation between variables in specific scenarios, different nomenclatures are given to the same factor, and no study has comprehensively aggregated these parameters to develop a broader model. This gap makes it difficult for researchers to develop simulations that truly represent the customers’ behavior. The present paper aims to fill this gap by the development of a Systematic Literature Review. The results present a guideline explaining and correlating the different factors influencing the behavior that may drive or hinder customer intention to engage in fashion collaborative consumption. The achieved results can be used both by researchers when developing simulations to compare different approaches and scenarios in shared economy for fashion and by practitioners, when planning strategies for the business.