RESEARCH ARTICLE

European Journal of Business and Management Research

[Link]

Factors Influencing Indonesian Consumers’ Behaviour

in Fashion Renting
Trixie Latitia Themadjaja and Willy Gunadi

ABSTRACT
The uprising trend of the sharing economy in accommodation and
transportation brought fashion renting to the surface as another form of Submitted: June 26, 2023
collaborative consumption. Fashion renting is big in developed countries. Published: September 25, 2023
Yet, developing countries such as Indonesia are starting to see the rise of it,
ISSN: 2507-1076
too, thanks to technology. This study is intended to see the factors that
influence Indonesian consumers’ behaviour in fashion. In this study, the DOI: 10.24018/ejbmr.2023.8.5.2067
first factors that are being analysed are motivation (utilitarian motivation,
hedonic motivation, and ecological motivation) and attitude toward fashion T. L. Themadjaja
renting. Finally, it also studied if contamination moderates the attitude BINUS Business School Master Program,
towards the behavioural intention to use fashion renting services. There Bina Nusantara University, Indonesia.
were 100 Indonesian males and females who have used fashion renting (e-mail: [Link]@[Link])
services in the past two years. This study found a significant effect from W. Gunadi
hedonic motivation and ecological motivation to attitude towards fashion BINUS Business School Master Program,
renting that later showed a significant effect towards behavioural intention Bina Nusantara University, Indonesia.
(e-mail: wgunadi@[Link])
in using fashion renting services. Furthermore, this study has shown no
significant effect from utilitarian motivation towards attitude that might be
caused by the limited variation of utilitarian studied. Additionally, this
study showed contamination has no moderate impact on attitude towards
behavioural intention in using fashion renting services.

Keywords: Attitude, behavioural intention, contamination, ecological

motivation, fashion renting, hedonic motivation, utilitarian motivation.

I. INTRODUCTION as the United States, Europe, and Singapore. In America,

fashion renting seems to be a popular concept to tackle the
The uprising trend of the sharing economy has brought
impulsivity of American consumers upon purchasing
fashion renting to the surface. Starting with the biggest
fashion. On average, the data showed that Americans only
section of the sharing economy in accommodation and
utilised 50% of the 64 new items they purchased each year
transportation, the trend has widened to entertainment
once ([Link], 2020).
streaming and fashion renting. Fashion renting has been
The fashion renting trend seems to be rising in Asian
widely used across developed countries such as the United
countries, such as China (Nielsen, 2014), and the uprising
States, Europe, and Asia, Singapore. The fast growth of this
trend is seen in Indonesia, too. In Indonesia, the fashion
sharing economy is made possible with technology. Due to
renting trend just recently became the subject. This can be
this, the trend has been growing increasingly in developing
seen through the increased number of fast fashion tenants in
countries, including Indonesia (Hidayat, 2021; Kim & Jin,
the Indonesian market. One of Indonesia’s uprising fashion
2020; Lee, 2016).
rental retailers is Style Theory, a Singapore-origin online
The journey of finding new ways to handle fast fashion
fashion renting store. It successfully got 20,000 active
lies in the form of fashion renting. As another form of
Indonesian users in the first year of its launch. It is very
sharing economy, fashion renting allows consumers to rent
interesting how this happened, which drove curiosity of the
clothing from either individuals or fashion retailers to fulfill
motivation of Indonesian consumers to rent fashion
their special occasions. The ability to rent gives an urgent
(Yosephine, 2018).
reason for consumers to save money compared to
There are many factors that could impact consumers in
purchasing new clothes. According to Conlon (2020),
fashion renting activities. Based on the previous research by
renting enables people to access high-end fashion brands
Salim et al. (2019), Indonesian consumer motivation in
they could not afford while protecting the environment from
shopping seems to be highly interested in purchasing goods
overconsumption. With the constant thoughts of having
for their experiences, freedom, and entertainment.
“nothing to wear” and the phenomenon of being
Indonesians are also motivated to purchase goods as a part
underlooked if one is seen wearing the same outfit twice on
of their daily lives in order to meet their needs, such as a
social media, fashion renting gives consumers, specifically
way to cope with their stress. According to Dewi (2021),
women, unlimited access to different types of apparel and
shopping is felt to be one of the ways to distract oneself
accessories (Vincent & Gaur, 2021). The idea of fashion
from the stressful working environment, post-breakup, or
renting has been widely spread in developed countries such
just simply to make oneself happier. This positive effect of

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shopping is overlooked and becomes the new lifestyle of 2021). There are some disparities in the previous research as
Indonesian consumers to be able to cope with their mental some research only focused on utilitarian and hedonic
state. Based on the survey held by Katadata, the shopping motivation as their attitude variable, and some include
experience is also enhanced by the existence of a cheaper ecological as a motivation on the attitude as well (Lee &
price option, as it is the main motivation for Indonesians to Chow, 2020; Lee & Huang, 2020; To et al., 2007; Won &
shop (Pusparisa, 2021). Subsequently, Jain et al. (2022) also Kim, 2020). However, no studies still include contamination
stated that consumers’ participation in fashion renting as a variable to be tested. Because of this, this study aims to
activities is highly influenced by their ability to save money see if contamination affects consumers’ decision to use
and get access to new experiences. One of the founders of fashion renting services.
Style Theory was also inspired to find the company as a In Indonesia, because there are few fashion renting
fashion rental after observing the negative environmental providers, fashion renting services are most likely to go
effects of fast fashion, whereby textile production is among through daily sales based on their intuition. Because it is
the world’s largest polluters, releasing nearly 1.2 billion tons based on intuition, fashion renting providers do not have a
of gas annually, more than flights and shipping combine set of strategies, knowledge, or framework they could
(Gilchrist, 2021). Additionally, according to a study held by follow to assist with the current market standing; thus, they
Won and Kim (2020), a survey held by 180 South Koreans have no basic knowledge of the market problem. This study
responded that ecological motivation strongly influenced focuses on helping fashion renting service providers learn
their attitude toward fashion renting services in a positive Indonesian consumers’ motivation, maximise the providers’
way. Ecological awareness has slowly made its way to the strategy, and improve it to the right target market.
Indonesians. In one study, it is said that 20% of Indonesian
consumers are more motivated to reduce waste by choosing
environmentally safe products (Kustiani, 2021). The II. LITERATURE REVIEW
Indonesian market is notably very price sensitive as it is
A. Sharing Economy
always found to be the top reason why they purchase
(Annur, 2020). Fast fashion retailers with good value for Simply put, a sharing economy is an ability to co-create
money include Zara, H&M, and, most notably, Uniqlo. or mutually create value, in turn to a commercial exchange
However, as mentioned previously, Indonesian consumers among multiple parties (Hidayat, 2021). The sharing
are also becoming more aware of environmental impacts. economy has been around even when money was not
According to CNBC Indonesia, a million of the 33 tons of available back in the old days, rather called trading. Trading
clothing production goes to industrial waste (Redaksi, was a common practice where two or more people
2022). Though not many have been researched around the exchanged items in the community. Taking the traditional
Indonesian market, it would be very interesting to see how definition of what was previously called trading, the sharing
environmental awareness becomes a factor in whether economy is often called in many ways, such as collaborative
Indonesian consumers decide to use fashion renting consumption, commercial sharing systems, and product
services. service systems (Lee & Huang, 2020). According to Kim
When discussing collaborative consumption, people often and Jin (2021), collaborative consumption is defined as a
face doubts due to hygiene factors. Research from Essity condition where someone obtains, gives, or shares access to
(2018) found that 1 in 5 people avoid using work restrooms goods and/or services. These exchange activities are now
for hygiene concerns. 1 in 3 parents have prevented their referred to more as transactions due to their involvement
kids from participating in social activities like playing at the with money. Lee and Huang (2020) stated that collaborative
playground or using public transportation due to hygiene consumption occurs when a transaction gives customers
concerns. Similarly, fashion renting is also part of temporary access to products or services for a certain price.
collaborative consumption. With the existence of COVID- More often than not, the sharing economy is seen in
19, hygiene factors have become more of a bigger concern lodging, transportation, and accommodation, such as bike
to everyone. Although big rental companies such as Rent the sharing, car sharing, and room sharing (Yuan & Shen,
Runway claim to go through an additional steaming process 2019). In fashion, the sharing economy is in the form of
after washing (Falcone, 2020), it does not guarantee how fashion renting. Renting is when there is an exchange
serious the other rental companies are with hygiene between two sides of the party for an item with a fixed
procedures for their clothes in between consumers. Despite amount of money but does not change the ownership status
Harvard Health’s admission that there is no conclusive proof of the item (Baek & Oh, 2021). According to Benjaafar et
that COVID-19 may spread from soft surfaces like fabric al. (2019), renting is equivalent to a peer-to-peer product-
(Harvard Health Publishing, n.d.), it still may not guarantee sharing model where a customer assumes ownership of the
the confidence of consumers in their contribution to item and decides whether to rent it. Renting is very helpful
collaborative consumption, such as fashion renting. when it faces the type of consumers uncertain about the
As previously mentioned, much collaborative product before purchasing, especially for fashion items.
consumption research that often surfaced is usually in the According to the same study, customers buying fashion
field of accommodation, transportation, and hotel sharing, items and then wanting a refund or return is the industry’s
but very little has been seen about fashion renting (Hidayat, most significant issue, and fashion renting is the solution.
2021; Lee, 2016). On top of that, fashion renting research is B. Utilitarian Motivation
mainly in developed countries such as Europe or the United Utilitarian motivation is a psychological state perceived
States but not many in developing countries (Kim & Jin, by the benefit one can obtain through goods or services

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(Won & Kim, 2020). In Babin et al. (1994), utilitarian H2: Hedonic motivation positively impacts the attitude
motives are translated into a purchase decision that is made towards fashion renting.
by individuals who are rational and task-related. Utilitarian
motivation is also easily associated with mission-critical, D. Ecological Motivation
rational, decision-effective, and goal-oriented (To et al.,
Aside from utilitarian and hedonic motivations, ecological
2007). In addition, people with utilitarian motives usually
has started to rise in consumer motivation. While it is
search for fair-priced products; many hunt for bargain mainly studied in the field of recycling and reuse
products and are frugal. This obviously differs based on consumption, ecological motivation is part of shopping
each individual’s goals or orientation of benefit (Vincent & motivation that shows the consumer’s concern about the
Gaur, 2021). environment (Won & Kim, 2020; Yoon & Kim, 2017).
In shopping, this type of motivation translates shopping as Ecological motivation is usually immersed in the behaviour
a task to be done by specific benefits they can acquire from of modern consumers. This is due to the generation’s social
it. In fashion, with the fast-changing fashion trends, a lot of consciousness that pushes strongly for more sustainable
consumers have high anticipation in the most current trends, solutions and how this could motivate an individual to
making this to be his/her reason to purchase fashion contribute to a certain behaviour (Won & Kim, 2020). In a
products. It is understood that utilitarian shopping value is previous study by Lee and Chow (2020), it is mentioned
the customer’s need to complete his or her shopping how the consumer’s perception of ecological matter in
objectives (Salim et al., 2019). Supported by the previous collaborative consumption positively affects his or her
definition of utilitarian motivation, it is assumed that for attitudes toward it. It was also added that this perception
consumers with this specific motivation, it is only natural could significantly affect the consumer’s willingness to pay
for them to question the cost and benefit of continuously more for that sustainable product.
purchasing the most current fashion up to its trend. Another As previously mentioned, the fashion-sharing economy
example is that some consumers who understand their can also be expressed through collaborative consumption.
tendency to compulsive buying traits and want to dissipate Collaborative consumption activity includes product sharing
from that behaviour may use fashion renting to meet goals and/or accommodation sharing without having to own the
(Vincent & Gaur, 2021). product, creating positive impacts on the environment. It is
believed by Gam (2011) that there are positive impacts
H1: Utilitarian motivation positively impacts the attitude between environmental awareness and a person’s
towards fashion renting. behavioural intention in using fashion renting services.
Learning from the previous study by Lee and Chow (2020),
fashion renting helps mitigate the clothing disposal problem
C. Hedonic Motivation that these modern consumers worry about. Since fashion
Hedonic motivation is a psychological state that affects renting does not give access to the consumers to own the
the interests of a person toward an action. The interests of fashion items, fashion renting is seen as an ecological
the purchasing process are enforced by the psychological solution to them. Therefore, rather than seeing fashion
condition of sights, fun, and pleasure (Won & Kim, 2020). renting as an inconvenience, these consumers are willing to
In contrast to utilitarian motives that seek the benefit of the invest more in this practice.
product, individuals with hedonic motivation see purchasing
behaviour as a search for happiness, fantasy, awakening, H3: Ecological motivation positively impacts the attitude
sensuality, and enjoyment (Mikalef et al., 2012; To et al., towards fashion renting.
2007). Similarly, according to Vincent and Gaur (2021),
hedonic consumption gives an experiential perspective E. Attitude
because individuals use their emotions, pleasures, fantasies,
and multisensories when using products or services. According to Barnes and Mattsson (2017), an attitude
Consumers who are encouraged by hedonic motivation shop refers to evaluating the individual’s actions, whether good or
to fulfil their emotional needs. It is not about obtaining the negative. This evaluation will result in positive or negative
product; consumers with hedonic motivation care about the beliefs being weighted for an outcome. The psychological
process of shopping and rather care about the experience state of a person’s intention to purchase a good or service is
and the emotional state of purchasing (To et al., 2007). seen through attitude (Ajzen & Fishbein, 2005). According
According to Vincent and Gaur (2021), consumers with to Tu and Hu (2018), attitude refers to a person’s evaluation
hedonic motives tend to seek new experiments with new of an action. In the same study, it was also referred that
styles, and they tend to need uniqueness and high social attitude towards behaviour refers to a person’s subjective
interaction. Due to this, there is a pool of consumers who opinion and feeling about specific behaviours that consist of
see and utilise fashion renting to change their fashion style behavioural beliefs and outcome evaluation. Attitudes are
to meet their social needs. Supported by Won and Kim shaped by perceptions that could influence behavioural
(2020), since hedonic motivation towards shopping means a intention (Baek & Oh, 2021). Attitude is the action of an
psychological treat that is found in the shopping process by individual with positive beliefs, and then he/she will intend
consumers, hedonic shoppers prefer to rent clothing as it is to show certain appropriate behaviour. People with a
an exciting and novel type of shopping activity. favourable attitude toward an action tend to engage in that
action, whereas those with a negative attitude are less likely
to do so (Lang, 2018).

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Regarding fashion renting, an attitude refers to the contact with multiple individuals, which yields
individual’s belief associated with fashion renting, which is contamination directly or indirectly. In the same study, it
then weighted toward the behaviour or preference in renting was pictured through the resistance of one individual to eat
the fashion product (Lee & Chow, 2020; Lee & Huang, or drink if an insect touched it. As stated by Kim and Jin
2020). For consumers who enjoy shopping, attitude is seen (2021), the law of contagion is called the magical law of
as their belief in deciding to pick their choice items to contagion, which holds the influence of a person’s action,
purchase. In fashion renting, attitude is seen as a consumer’s knowing that the object has been influenced after physical
positive beliefs to intend them in renting fashion. The contact.
individual’s beliefs may be seen as believing that renting In fashion renting activity, contamination is addressed
fashion items is useful or that renting fashion is worthy (Lee similarly. Consumers have less tendency to participate in
& Huang, 2020). According to Lang (2018), customers often fashion renting due to their worry that the products could be
have a positive attitude toward temporary renting products, contaminated or touched by another consumer (Kim & Jin,
indicating their likelihood to participate in fashion renting 2021). In addition, contamination is seen as a
behaviour due to the nature of the non-ownership activity of discouragement in sharing clothing as it negatively
fashion renting. influences consumers to use fashion renting services due to
their worries. Using the previously explained theory, in
F. Behavioural Intention
terms of fashion renting, the thought of renting means that it
Based on the latest study by Pham et al. (2021), was previously used. For that reason, the consumer’s
behavioural intention reflects a person’s tendency to take a motivation to use fashion renting services seems to decrease
specific action that can be measured by his/ her effort to (Baek & Oh, 2021).
make the action. Similarly, by Lee and Huang (2020),
intention is seen as a person’s motivation to make a H5: Contamination moderates the impact of attitude
conscious decision after considering all the factors that will towards fashion renting on behavioural intention to use
arise in performing the action. Thus, it is evident that a fashion renting.
person’s likelihood of carrying out an activity is higher
when they have a stronger intention to do so.
Similarly, in fashion, behavioural intention, or shopping
intention, is the condition where an individual has a set of
tendencies and is used to determine future behaviours. For
example, if a consumer tends to buy a product based on
brand, needs, and recommendations by his or her friends,
then it can yield the prediction of his or her next step in
taking action (Salim et al., 2019). In fashion renting,
Fig. 1. Research model.
consumers’ behavioural intention is the focus shift from
private ownership of products to a sharing economy or more
so-called collaborative consumption (Lee & Huang, 2020).
III. METHODOLOGY
According to Salim et al. (2019), the intention of consumers
to purchase is considerably influenced by attitudes and This research used a quantitative study in which some
behaviour. Attitudes and behaviour are to be looked at based data were collected and analysed to test the hypotheses that
on motivation as their determination to measure the were formed. The respondents of this research were
intention of using the service. This intention measurement Indonesian males and females who reside in Indonesia and
will be used to predict the actual willingness to purchase and have used the fashion renting services in the past 2 years.
how likely they will recommend it to their peers. Thus, the This study used an online questionnaire to reach a larger
consumers’ behaviour intention is to look at how consumers audience with preliminary questions. The online
shift their preference to use and recommend fashion renting questionnaire was presented in three sections: preliminary
services to predict the willingness to keep using and spread questions, respondent’s profile, and preference questions.
the word about it (Salim et al., 2019; To et al., 2007). There were 100 respondents who participated in the study
and were chosen using purposive/ judgmental sampling.
H4: Attitude towards fashion renting has a positive impact PLS-SEM with SmartPLS 4.0 was used to evaluate the data
on the behavioural intention to use fashion renting for a more insightful conclusion (Hair et al., 2017).
services. The online questionnaire was presented in three sections:
preliminary questions, respondent’s profile, and preference
G. Contamination questions. The preliminary question asked if the respondent
is Indonesian and has used fashion renting services in the
According to Argo et al. (2006), contamination is when a
past 2 years. The second section was about the respondent’s
touching object touches others, which later touches another
profile, such as gender, age, occupation, and income range.
person, thus creating cross-contamination between users.
The third section used a 5-point Likert scale to analyse the
Similarly, consumer contamination theory is when one
relatability of each variable through statements in the
consumer has physical contact with another through an
questionnaire. In this section, the impact of attitude towards
object. It involves direct contact with the consumer’s skin
fashion renting was measured through utilitarian, hedonic,
(Baek & Oh, 2021). Supported by Kim and Jin (2021), the
and ecological motivation. Derived from Kang and
law of contamination is when people or objects come into

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Park‐Poaps (2010) and Won and Kim (2020), four items in three months. Upon being asked what their typical clothes is
utilitarian motivation were used to measure the impact of to be rented, out of the 100 respondents, 56% of the
attitudes towards fashion renting. Adapted from Babin et al. respondents used fashion renting services to rent for evening
(1994), Guido (2006), and Won and Kim (2020), four items fashion style (56%), followed by renting wedding
were also used in hedonic motivation to measure the impact dress/apparel (45%), typically spent less than Rp. 1.000.000
of attitude towards fashion renting. Ecological motivation per rented clothes (56%).
was measured using three items adapted from Haws et al.
(2014) and Won and Kim (2020). Attitude toward fashion
renting was measured using four items derived from Lee and IV. RESULTS
Huang (2020). Additionally, three items adapted from Baek
A. Measurement Model
and Oh (2021) were used to measure contamination,
whereas three measurement items from Shrivastava et al. Several tests must be done to test the convergent and
(2021) were used to assess behavioural intention. discriminant validity of the measurements. To test the
convergent validity, a factor loading value of > 0.5 is needed
TABLE I: RESPONDENTS’ PROFILE to be considered valid. In addition, its average extracted
Number of variances (AVE) value is also needed to be greater than 0.5.
Measure Item
Respondents*
Male 15
To test the reliability, each measurement’s composite
Gender reliability value (CR value) must be greater than 0.7 to be
Female 85
< 20 years old 1 considered reliable.
21 - 30 years old 58
Age 31 - 40 years old 27 TABLE II: VALIDITY AND RELIABILITY TEST RESULTS
41 - 50 years old 6 Factor Composite
> 50 years old 8 Measurement AVE
Variable Loading Reliability
Single 50 Item (> 0.5)
Marital Status (> 0.5) (> 0.7)
Married 50
AT1 0.666
High School 5
Diploma 11 AT2 0.777
Attitude 0.618 0.865
Undergraduate Degree 67 AT3 0.836
Latest Education AT4 0.852
Graduate Degree 16
Postgraduate Degree 0 BI1 0.923
Behavioural
Others 1 BI2 0.959 0.893 0.961
Intention
Student 9 BI3 0.952
Employee 68 CT1 0.943
Occupation
Entrepreneur 9 Contamination CT2 0.965 0.885 0.959
Others 14 CT3 0.914
< Rp. 5.000.000 23 EM1 0.929
Rp. 5.000.000 - Rp. 10.000.000 30 Ecological
EM2 0.931 0.858 0.948
Average Monthly Rp. 10.000.001 - Rp. 15.000.000 19 Motivation
Income Rp. 15.000.001 - Rp. 20.000.000 9 EM3 0.919
Rp. 20.000.001 - Rp. 25.000.000 8 HM1 0.754
> Rp. 25.000.000 11 Hedonic HM2 0.82
0.671 0.891
Avant Garde (fashion show/ Motivation HM3 0.886
6
If you have used runway) HM4 0.811
fashion renting Sporty 1 Utilitarian UM2 0.65
services, what type Formal office 15 0.636 0.773
Motivation UM3 0.922
of fashion have you Evening fashion style 56
rented before? Wedding dress/ apparels 45
Others 13 After the second run, it is now clear that all
How much is your < Rp, 1,000,000 37 measurements’ factor loading, AVE, and C.R. value have
average expenses to Rp, 1,000,000 – Rp, 5,000,000 55 met their required value, thus making it all valid and
purchase fashion in Rp, 5,000,001 – Rp, 10,000,000 6
the past three Rp, 10,000,001 – Rp, 15,000,000 1
reliable. Aside from the convergent validity, discriminant
months? > Rp, 15,000,000 1 validity must also be tested. A discriminant validity test can
How much is your < Rp, 1,000,000 56 be done by looking at the HTMT Ratio. An HTMT Ratio
average expense to Rp, 1,000,000 - Rp, 3,000,000 34 less than 0.9 will conclude valid results of the items as seen
rent clothes? Rp, 3,000,001 - Rp, 5,000,000 10
Note. Numbers given as the number of respondents are equal to the
in Table III.
percentage values given that the sample size was 100.
TABLE III: DISCRIMINANT VALIDITY TEST RESULT USING HTMT RATIO
AT BI CT EM HM UM
A. Respondent Characteristics AT
BI 0.396
Based on the 100 respondents’ profiles, the majority of CT -0.132 -0.248
the respondents were female, with more than half aged 21- EM 0.445 0.227 -0.067
30 years old and an equal portion of single and married HM 0.752 0.317 -0.124 0.408
UM 0.208 0.128 -0.018 0.046 0.160
respondents. 68% of the respondents work as an employee
with a bachelor’s degree as their latest education, at 67%. In
addition, the biggest portion (30%) of the respondents has B. Hypothesis Test Results
an average monthly income of Rp. 5,000,000 – Rp. As seen in Table IV, out of the five hypotheses that were
10,000,000. 55% of the respondents spent between Rp. tested, the results came to conclude that three hypotheses
1,000,000 – Rp. 5,000,000 to purchase fashion in the past were supported, while the other two were not.

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Fig. 2. Hypothesis test results.

TABLE IV: HYPOTHESIS TEST RESULTS fashion renting services, are supported with H2 having a
Path t- p- 0.671 path coefficient value, 11.149 t-value, 0.000 p-values,
Hypothesis Path Decision
Coefficient Value Value
Not
and a 0.167 path coefficient value, t-value of 2.067, and p-
H1 UM → AT 0.104 1.280 0.201 value of 0.039 for H3.
supported
H2 HM → AT 0.671 11.149 0.000 Supported After finding out the hypothesis test result from
H3 EM → AT 0.167 2.067 0.039 Supported motivation to attitude, it comes to Hypothesis 4 (H4) that
H4 AT → BI 0.372 4.530 0.000 Supported attitude towards fashion renting behaviour positively
CT x AT → Not impacts the behavioural intention to use fashion renting
H5 0.007 0.100 0.920
BI supported
service. With a path coefficient value of 0.372, a t-value of
4.530, and a p-value of 0.000, this hypothesis is supported.
Moreover, Fig. 2 shows that the coefficient of
Meanwhile, Hypothesis 5 (H5), which states contamination
determination value called the R2 value between Utilitarian
moderates the impact of attitude towards fashion renting on
Motivation, Hedonic Motivation, and Ecological Motivation
behavioural intention to use fashion renting, is not supported
towards Attitude is at 0.597. This suggests that motivation is
by the path coefficient value of 0.007, t-value of 0.100, and
59.7% of the factors that explain the attitude towards
p-value of 0.920.
fashion renting. Because utilitarian motivation is annulled,
59.7% makes up the hedonic and ecological motivation that
affects the attitude towards fashion renting. This means that
V. DISCUSSION
40.3% of other reasons that affect the respondents’ attitude
towards fashion renting were not mentioned in this study. Based on the hypothesis test result, H1 is not supported.
Meanwhile, the behavioural intention has an R2 value of This shows that Indonesians’ attitudes regarding fashion
0.196. This suggests that attitude towards fashion renting rentals are not significantly influenced by utilitarian
makes up 19.6% of factors of the consumers to explain their motivation. This result denied the study by Won and Kim
intention to participate in fashion renting activities. This (2020), which suggested that the availability of fashion
means that 80.4% of other factors that affect the renting services helps consumers practicality in selecting
respondents’ intentions were not studied in this research. As affordable fashion products. The utilitarian motivation
seen in Table 4.13, a hypothesis suggesting contamination covered in this study is solely relying on the process of
impacts the relationship between attitude and behavioural fashion renting. According to Salim et al. (2019), utilitarian
intention is denied. This result also impacts the low motivation measures how consumers weigh the cost and
percentage of attitudes towards fashion renting to benefit of purchasing a product. Since the utilitarian
behavioural intention. motivation in this study only covers the process of fashion
Since this study uses a 95% level of confidence, it renting, the process does not affect their view of fashion
indicates the probability of error from the study and thus renting. Looking at the respondents’ demographic, the
holds the validity of the test results. Aside from the level of majority of them are 21–30 years old with an average
confidence, the t-value is also used to measure the variation monthly income of Rp. 5,000,000 – Rp. 10,000,000 who
of the sample tests. This means the bigger the value, the look for rented clothes that cost them less than Rp.
better it is. Since this study uses a two-tailed test, a t-value 1,000,000. Given that the minimum salary in Indonesia is
greater than 1.960 implies the significance of the hypothesis just below Rp. 5,000,000, the majority of the respondents
test results. had average economic standing based on their average
It is clear that Hypothesis 1 (H1), which suggested monthly income. In addition, it was stated in a previous
utilitarian motivation positively impacts the attitude towards study by Budiharseno et al. (2020) that one of the top three
fashion renting services, is not supported with a patch reasons for Indonesian buying behaviour is looking for
coefficient value of 0.104, t-value of 1.280, and p-value of cheap prices. Thus, Indonesian customers’ utilitarian
0.201. On the other side, Hypothesis 2 (H2) and Hypothesis motivation may not stem from the actual process of fashion
3 (H3), which suggest hedonic motivation and ecological renting but rather from the expense of doing so.
motivation both positively impact the attitude towards

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Looking at the hypothesis test result, H2 is supported. contamination directly touches the skin of the consumer, it
This suggests that hedonic motivation does have a positive will likely disrupt the view towards fashion renting and
impact on Indonesians’ attitude towards fashion renting. In affect the consumers’ intention to use fashion renting
this study, most respondents were female and mostly services. The result of this hypothesis testing denied the
employees. To females around this age range, shopping for previous study by Kim and Jin (2021) that stated the law of
their clothing is mainly seen as a pleasure followed by a contagion that influences a person’s action after the object’s
necessity. In the same study, it was heavily mentioned about physical contact with others or, as mentioned in Argo et al.
women’s emotions during their shopping process. The (2006), as cross-contamination. It is a big possibility that
emotions rated in the study range from satisfaction, respondents trusted the renter companies. They have taken
pleasure, excitement, and happiness. Due to this, retailers another step to ensure extra hygiene in their products. Big
are strongly advised to improve the shopping experience as rental companies such as Rent the Runway claimed their
much as they focus on the quality and diversity of their commitment to providing the best service for their consumer
products (Thrassou et al., 2008). Table IV confirms the by ensuring they have gone into an additional steaming
impact of hedonic motivation on the attitude of the process even after regular washing (Falcone, 2020).
respondents toward fashion renting. The respondents
affirmed that they enjoy looking out for new trends in
fashion and rather see fashion renting as a way to forget the VI. CONCLUSION
problems they are currently facing. With the majority of
This study aimed to determine the factors that influence
respondents’ profile as female, and similar to To et al.
Indonesian consumer behaviour towards fashion renting,
(2007), consumers with hedonic motivation are instead
whether their attitude is impacted by utilitarian, hedonic,
encouraged by the experience and fulfilling their emotional
ecological motivation, and contamination that could affect
needs in shopping; thus, this type of experience will affect
their behavioural intention to use fashion renting. It has been
their perception towards fashion renting services.
demonstrated that customers’ attitudes regarding renting
Based on the test result, H3 is supported. The significance
clothing are positively influenced by hedonic and ecological
between ecological motivation and attitude supports the
motivations, similar to the relationship between attitude and
trend that the newer generation has become more and more
behavioural intention. In terms of hedonic motivation
environmentally aware. This awareness has then changed
towards the respondents’ attitude, the majority were female,
how the market stands, in this case, in fashion (Hamari et
too, allowing emotional needs to be more exposed, thus
al., 2016; Lee & Chow, 2020; Won & Kim, 2020). Looking
aligning with the previous studies and their samples. In the
at the majority of the respondents, more than half are 21–30
ecological motivation, as quoted by the previous study by
years old, which are categorised between millennials and
Lee and Chow (2020), it was referred to as “the modern
Gen Z. Supported by Araújo et al. (2022), despite price as
consumers,” thus implying the awareness of ecological
millennials’ influencing factor in fashion consumption,
matters towards its main target audience, Gen Z. However,
millennials prefer to spend more for products that help them
this study’s majority of respondents included millennials
to be more environmentally responsible. The approval of
too, thus enriching the theoretical implication in the same
this hypothesis indicates and supports the previous study
field that the same trait can be seen in a later millennial too.
done by Gam (2011) and Lee and Chow (2020) that state
Last, the concept of fashion renting perception that impacts
modern consumers are worried about the environment and
the decision to participate in fashion renting activities is
will do anything to help mitigate environmental problems, in
similar to the concept from previous studies.
this study, their view toward the benefit of fashion renting.
On the other side, this study denied the relationship
According to the test result, the hypothesis that stated
between utilitarian motivation towards attitude and
attitude towards fashion renting positively impacts the
contamination that moderates the impact between attitude
behavioural intention to use fashion renting is confirmed.
and behavioural intention. This suggests that there are
Based on the respondents’ stats, 56% have used fashion
bigger drives in motivating consumers to have a positive
renting for evening fashion, followed by wedding
perception towards fashion renting than its contamination
dress/apparel at 45%. These types of fashions are typically
factor. It is possible that these respondents are accounted
seen as fashion that is a one-time-used occasion, especially
more for the value they are getting, such as lower price, the
wedding dresses. Because of this, the respondents are
enjoyable factor of renting, and also its ecological
presumably choosing to participate in fashion renting
reasonings. In a study by Araújo et al. (2022), it was found
activities. Similar to Araújo et al. (2022), their respondents
that one of the biggest reasons behind the uprising of fast
decided to rent due to a concern about not having the clothes
fashion is due to its low price. For this reason,
often used. In the study, it was quoted from the interviewee
contamination may not play a crucial role in affecting the
stated that she preferred to rent the clothes rather than have
respondents’ perception of fashion renting. There are other
the dress left in the wardrobe after being worn once. This
reasons that drive the respondents more towards the benefit
attitude toward the fashion products they chose supports
of fashion renting that allow them to participate in fashion
them in choosing fashion renting activities.
renting activities.
According to the findings of the hypothesis testing, H5 is
rejected. This suggests that contamination does not A. Managerial Implications
significantly impact the connection between attitude towards The results of this study can give renters in the area better
fashion renting and behavioural intention. Initially, it was knowledge to implement higher sales in the fashion renting
proven by Baek and Oh (2021) that since fashion business. Through this study, the intention to participate in

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fashion renting can highly happen if a person has a positive believed that consumers do not see fashion-rented goods as
attitude shaped by the motivation itself. It is less probable unhygienic, unsanitary, nor do they think they are
that someone would engage in the action without having a contaminated. As previously mentioned, the trust of rental
positive perception. As mentioned in the previous literature, companies is committed to taking caution in taking care of
imposing a good attitude into action will give a higher their goods by disinfecting them after the wash is needed.
chance for a person to participate in that behaviour (Lang, With that, renters should use this chance to build the trust of
2018). To trigger consumers who prioritise fulfilling their their consumers by proving their commitment to its hygiene
objectives, the consumers’ costs and benefits must be first service delivered to the consumers themselves.
defined. While the process of renting may not be the
B. Theoretical Implications
highlight of benefit that consumers are willing to exchange
with renting cost, the angle of price may. According to Scholars could derive several theoretical implications
Vincent and Gaur (2021), people with utilitarian motives from the study, particularly in marketing. This study has
usually search for cheaper options and tend to be frugal. In become an additional reference source about motivations
addition, with the existence of fast fashion options, where that impact the attitude towards fashion renting. It is proven
fashion trends quickly change and are available at cheaper that hedonic and ecological motivations positively influence
options, this may be worth looking at to renters. The the consumers’ attitude toward fashion renting, similar to
urgency that renters may imply can be how rented clothes the relationship between attitude and behavioural intention.
allow consumers to save money while still pulling the look In terms of hedonic motivation towards the respondents’
they aim for. Perhaps, the clothes they are renting are from attitude, the majority of the respondents were female, too,
the newest collection on the market they can get at a much allowing emotional needs to be more exposed, thus aligning
lower price by renting. with the previous studies and their samples. Ecological
Shopping is seen as a pleasure activity for women motivation, as quoted by the previous study by Lee and
(Thrassou et al., 2008). Providing the best experience during Chow (2020), was referred to as “the modern consumers,”
the process of renting to make them feel that renting fashion thus implying the awareness of environmental matters
is the most enjoyable time will give the benefit of purchase towards its main target audience, Gen Z. However, this
consideration by female consumers. In this study, the study’s majority of respondents included millennials too,
respondents are seen to enjoy finding and exploring new thus enriching the theoretical implication in the same field
fashion trends, so they have a wider option of ideas for what that the same trait can be seen in a later millennial too. Last,
to rent in the future. Allowing female consumers to be the concept of fashion renting perception that impacts the
updated on the current fashion trends or providing some decision to participate in fashion renting activities is similar
planning ideas as to what they will wear for their next to the concept from previous studies. Additionally, the
occasion will trigger their perception and thus have a likely findings contradicting the previous studies are just as
consideration to participate in fashion renting activities. important to the scholars as a gap to find the values that
To target later millennials and Gen Z, ecological exposure drive the consumers more towards the benefit of fashion
could also help to trigger participation in fashion renting. renting that allow them to participate in various fashion
Using environmental awareness in this pool of consumers renting activities.
will be an effective way to create the attitude. Increasing C. Limitations and Future Suggestions
awareness of how renting fashion could help reduce This study hopes to enrich the current study and help
resource waste allows these generations to feel renters maximise their strategy to expand the market. This
environmentally responsible. While renting fashion will not study, without a doubt, can be a door to open many further
be the only answer to save the planet, participating in studies. First, this study faced a challenge in meeting
renting is another milestone to better the environment. These respondents that could meet the criteria. Additionally, the
can give renters the benefit of implying a positive perception majority of respondents of this study are between the ages of
towards fashion renting, resulting in a higher chance of 21–30, which covers both millennials and Gen Z. Having
fashion renting participation. ecological motivation in this study with the given
Attitude plays an important role in converting consumers respondent majority, it would be very interesting to see the
into participating in fashion renting activities. The significance of ecological motivation separately. Next, this
perception of fun in fashion renting is crucial but is not study relies completely on quantitative measurement
mainly seen by consumers. Since fun plays an important through questionnaires. The qualitative method might be
voice in fashion renting, renters have to be able to imply a more beneficial for future studies to understand wider arrays
stronger message that everything about renting is fun. of insights or concerns. The clustering of these might be
Allowing a stronger and continuous message that renting is more interesting to look at enriching the types of motivation
fun could increase the positive perception of fashion renting. consumers have.
Then, once fashion renting has a well-made positive Furthermore, in previous studies, utilitarian motivation
perception, the conversion of participation in fashion renting has always significantly affected consumers’ attitudes (Jain
is likely to increase too. et al., 2022; Salim et al., 2019; Won & Kim, 2020).
Although the moderation of contamination is not However, in this study, that was not the case. It is believed
supported in this study, contamination is considered that the process of fashion renting is not valued as benefits
important by the respondents. Aligned with Argo et al. they are willing to exchange with renting. In a future study,
(2006), cross-contamination is considered a legitimate it would be worth looking at monetary values that matter to
concern of consumers. However, in this study, it is also the respondents as a direct exchange with fashion renting.

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In addition, this study is only focusing the time frame influence or be perceived as influencing the objectivity,
after pandemic. While talking about contamination, post- integrity, or credibility of the research presented herein.
pandemic time allows people to be more aware of health
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