Ownership is so last year! An investigation of the relationship between consumer characteristics and attitude towards rental of second-hand clothing
Thesis purpose: This research investigates the effect of six specific consumers’ characteristics, i.e. fashion leadership, shopping enjoyment, instrumental and terminal materialism, green selfidentity, and social influence susceptibility, on consumers’ attitude towards a product-service system (a use-PSS) in the form of second-hand clothing rental. The relationship between attitude and consumers’