Sustainability through online renting clothing: Circular fashion fueled by instagram micro-celebrities

The apparel manufacturers and retailers throughout the world are searching for innovative solutions to reduce the harmful impact the industry has on the environment. These firms cannot afford to lose the environmentally conscious consumers. Circular fashion is an emerging area that promotes the reuse and recycling of the used clothing. Online renting of the used clothes is an emerging business that supports circular fashion practices leading to environmental and economic sustainability. The present study investigates the antecedents of online second-hand clothing rental platforms that drive the consumer to adopt them. Based on the theoretical underpinning of the unified theory of acceptance and use of technology and source credibility theory, the study finds that the utility of these platforms, ease of use, attitude, and social pressure drives the behavioral intent of the consumers to use these platforms. The study also identifies that communications from Instagram microcelebrities could positively influence the consumers to adopt these platforms promoting circular fashion and sustainability.