The current issue and full text archive of this journal is available on Emerald Insight at:

https://www.emerald.com/insight/1463-5771.htm

Consumers’ intention to purchase Intention to

purchase
renting products: role of consumer renting
products
minimalism, environmental
consciousness and
consumer scepticism Received 2 September 2023
Revised 1 November 2023
4 January 2024
Gunjan Malhotra and Navneet Fatehpuria Accepted 13 January 2024
Institute of Management Technology Ghaziabad, Ghaziabad, India

Abstract
Purpose – This paper examines the understanding of various factors that influence consumer purchase
intentions of renting products as a result of growth in the sharing economy. In addition, the study examines the
notion of consumer minimalism, the mediating role of environmental consciousness and the moderating role of
consumer scepticism to explain consumer rental consumption intention.
Design/methodology/approach – The research used a survey questionnaire to collect data from Indian
consumers (N 5 259). Data analysis involved using structural equation modelling with AMOS v25 and
PROCESS macro. Structural equation modelling was employed to test the models involving mediation,
moderation and moderated mediation.
Findings – The findings link consumer minimalism and the intention to rent products. This research
contributed to the existing body of knowledge by incorporating the concepts of consumer minimalism and
consumer scepticism into consumers’ decisions regarding renting products. Furthermore, the results
demonstrated that environmental consciousness enhances consumers’ inclination to rent products, shedding
light on the factors influencing this preference.
Originality/value – This research extends the existing literature on consumer purchase intentions for rented
products by investigating how consumer minimalism, mediated by environmental consciousness and
moderated by consumer scepticism, influences these intentions. The results offer valuable insights for both
theoretical understanding and practical applications, guiding marketing developers and brands that cater to
minimalist consumers interested in renting products. Additionally, it suggests future research avenues in this
domain.
Keywords Consumer minimalism, Environmental consciousness, Consumer scepticism,
Purchase intention of renting products
Paper type Research paper

1. Introduction
Demand for renting products has increased significantly in the sharing economy today as
consumers have adopted a minimalistic approach (Sands et al., 2020). Minimalism
encourages people to reduce consumption and keep their stuff to as little as possible (Kang
et al., 2021). Minimalism has become a popular lifestyle philosophy, and consumers have
started consuming household goods like home designs, tiny home living, wardrobe
capsules, de-cluttering, second-hand buying, etc. (Wilson and Bellezza, 2022; Shafqat et al.,
2023). Minimalism has interchangeably been used with anti-consumerism, voluntary
simplicity, and de-consumption. It is also considered a form of “individualism, based on
personal motivations and self-development” (Martin-Woodhead, 2022, p. 2). Renting refers
to “one party offering an item to another party for a fixed period in exchange for a fixed
Benchmarking: An International
Journal
© Emerald Publishing Limited
1463-5771
Conflict of interest statement: The authors declare that there are no conflict of interests. DOI 10.1108/BIJ-09-2023-0599
BIJ amount of money and in which there is no change of ownership” (Durgee et al., 1995, p. 90).
Rental companies (particularly retailers) have identified a shift in consumer attitude and
intention to rent products (Kapoor and Vij, 2021). Companies in various sectors have
adopted rental-based business models, such as ride-sharing giant Uber, talent-sharing
platform Upwork, home-sharing platform Airbnb, etc. The global sharing economy will
reach $1.5tn by 2024 (McWilliams, 2020). The popularity of the “sharing” economy has
increased the rental business model, and retailers remain uncertain about the growth of
rental products and how it will drive consumer’s intentions to select rented products.
According to the E&Y report, the sharing economy in India will grow nearly US$20bn by
2025, with enterprises like Bloom Venture (fashion franchise on rent), Florenco (furniture on
rent), Ola, and Uber (car on rent) growing multifold (Rao, 2020). Therefore, consumers must
understand their purchase intention for rental products, specifically for minimalistic
consumption behaviour.
Notably, consumers’ intention to use or consume rented products impacts societies and
the environment they belong to (Ferraro et al., 2016). Marketers sell and buy products for
rent through dedicated retailers (Hallem et al., 2021). It is found that people prefer to rent
products through retailers because rentable goods are frequently made available by
retailers, saving customers time and effort in looking around for what they need.
Customers facing issues or enquiries about their rental products may find value in the
customer service and assistance often offered by retailers (Lee and Chow, 2020). They
provide customers with flexible renting options, such as short- or long-term leases, to
meet their demands better (Fota et al., 2019). Retailers frequently have several convenient
physical locations compared to other rental options, which only provide online or distant
services. Studies have analysed the influence of sustainable consumption on the intention
to rent products in developed economies (Eri Amasawa et al., 2020). Minimalism has
gained momentum as a cultural trend, with individuals adopting a minimalistic lifestyle
by focusing on their preferences for quality over quantity. Consumers adopt minimalist
practices to reduce waste and make more sustainable choices as environmental concerns
grow (Malhotra and Dandotiya, 2023). For example, minimalist fashion brands focus on
timeless, versatile pieces to boost the demand for minimalist technology products with
streamlined features. Moreover, minimalist architecture emphasises clean lines, natural
materials, open spaces, and interior design, focusing on functionality, simplicity, and a
lack of excess decoration (Malhotra and Shaiwalini, 2023). However, the development of
renting products in the sharing economy has been limited to emerging economies
(Christodoulides et al., 2021). Limited studies exist in the online renting context in Indian
markets (Park and Armstrong, 2019). Studies are limited to the minimalistic approach of
the consumers and how effective it would be in enabling them to purchase rental products.
This study addresses this gap between consumer scepticism and minimalism, which
posits consumers’ dilemmas with their purchase decisions regarding the renting of
products.
Studies have recognised the importance of rented consumption in a sharing economy
(Wang et al., 2021; Silva et al., 2021). However, some consumers believe that renting
involves unpleasant vibes from the owner (Barber, 2021). Therefore, within their social
cycles, this section of consumers perceives renting as unacceptable social conduct
(Sandes et al., 2019), which, in turn, gives rise to consumer scepticism, demotivating them
to switch to this minimalistic lifestyle (Gong and Zhang, 2023). Bangsa and Schlegelmilch
(2020) described “consumer scepticism” as the consumers’ inclination to doubt any
component of a new product offering, regardless of how it seems. Moreover, in
marketplace dynamics, consumer scepticism “can make consumers doubt what a firm is
saying” (Arli et al., 2019, p. 709). Scepticism makes consumers worry that firms may
spread incomplete or false product information (Silva et al., 2019). Environmental
consciousness has significantly motivated consumers to go minimalist. A few studies in Intention to
the past have shown the relationship between consumer scepticism and buying intention purchase
(Deb et al., 2021; Riva et al., 2022). Consumer scepticism can cause some consumers to be
suspicious of environmentally responsible activities, and their attitude towards
renting
consumers opting to rent products may become negative (Chon and Kim, 2021). Thus, products
consumers’ attitudes and motives influence how people consume rented products
(Anderson and Laverie, 2022).
Based on this concept, we explore how consumers seek a minimalist approach by
demonstrating environmental consciousness amid consumer scepticism and, finally,
renting products. In the past, rental businesses have gained importance in retail stores that
responded to the demand for special occasions, such as weddings (Baek and Eun Grace Oh,
2021). Many traditional retailers have announced their intention to enter the rental market,
such as H&M, a fashion retailer, Ikea, a furniture retailer, etc. (Baek and Eun Grace Oh,
2021). Numerous Indian enterprises provide rental-based products, with companies like
Rentomojo, CityFurnish, Furlenco, GrabOnRent, and SabRentKaro specialising in renting
furniture, electronics, cameras, and appliances (Economic Times, 2020). Services like
Zoomcar, Revv, and MyChoize are prominent for car rentals. Additionally, a growing
emphasis on environmental consciousness is observed among Indian enterprises offering
rental-based products (Elizabeth, 2015). ONN Bikes, Yulu Bikes, and RentOnGo offer
electric bike-sharing services, promoting environmentally friendly mobility solutions.
Furthermore, Vogo, Cyclease, and Blu Smart provide electric vehicle services, actively
contributing to reducing carbon emissions (Times of India, 2023). With a changing
lifestyle and constant consumer behaviour evolution, we must investigate the
psychological effects of a minimalist attitude and its impact on the purchase intention
of renting products. To our knowledge, no specific work is dedicated to rented products in
retail. This study empirically tests consumer minimalism’s effect on the purchase
intention of renting products in the retail industry. It examines the mediating role of
environmental consciousness in the relationship between consumer minimalism and the
purchase intention of renting products. The moderating role of consumer scepticism was
also tested. Hence, this study addresses the following research questions in the Indian
market:
RQ1. How does consumer minimalistic behaviour impact the purchase intention of rental
products in the retail sector?
RQ2. What role do environmental consciousness and consumer scepticism play in the
relationship between consumer minimalism and the purchase intention of renting
products in the retail sector?
The paper contributes to the existing literature in various ways. First, the effect of consumer
minimalism on the purchase intention of renting products and whether environmental
consciousness mediates this effect. Second, is there any impact of the moderating variable of
consumer scepticism on the proposed model? Third, how consumer scepticism moderates the
effect of consumer minimalism on consumers’ purchase intentions of renting products in the
retail sector. Fourth, how the mediated effect of environmental consciousness on consumer
minimalism and consumers’ purchase intention of renting products in the retail industry is
moderated by consumer scepticism. The remainder of the paper is organised as follows. The
next section presents the theoretical framework, which develops the hypotheses—tracked by
the research methodology and the results sections. Finally, we discuss and analyse the results
obtained. Lastly, we provide theoretical and managerial implications and recommendations
for future research.
BIJ 2. Theoretical background and hypothesis testing
2.1 Consumer minimalism
The sharing economy has gained importance from practitioners, scholars, policymakers, and
individuals who emphasise underutilised assets that help improve sustainability (Hossain,
2021). The sharing economy is also called the access economy, collaborative consumption,
platform economy, community-based economy, and collaborative economy (Cheng, 2016).
Over time, there has been a notable shift in the consumption behaviour of consumers, who
have moved from owning to experiencing rented products (Lim et al., 2021). Consumer
minimalism is a lifestyle and economic theory defined as a value that embraces the mindful
acquisition and ownership of few, curated possessions, with a preference for a sparse
aesthetic’ (Wilson and Bellezza, 2022, p. 16). Minimalist consumers restrict consumption to
suitable sizes based on people’s natural, individual, physical, and mental features while
highlighting responsible decision-making (Hasbullah et al., 2022). Minimalism thereby refers
to having less “stuff” and finding beauty in the goods one possesses (Wilson and Bellezza,
2022). Minimalism’s goals and evolution may be ascribed to both personal drives and self-
improvement, as well as larger politics of sustainability and environmental concerns (Martin-
Woodhead, 2022). Minimalists believe that consuming less effectively lowers their
environmental carbon impact (Jain et al., 2022; Zhang et al., 2023). They also think renting
provides at least one way to address waste, noise, and general ecological harm and provide
valuable goods and services (Fota et al., 2019). There are various ways in which consumers
become minimalist. For instance, a few rarely purchase non-essential items and are unlikely
to make irrational purchasing choices (Racela, 2015; Sehgal et al., 2023). Consumers
de-emphasise excessive consumerism, including wardrobe capsule enthusiasts,
monochromatic homeowners, tiny home residents, luxury minimalists, converted van
dwellers, and voluntary downshifters emblematise “minimalism”. Minimalism refers to a
style of work—architecture, literature, visual art, music, and cultural arts (fashion,
advertising, and design)—that is reduced to its essentials (Wilson and Bellezza, 2022).
Apart from this, quality is essential for some consumers, who are willing to spend more if
their goods last longer and even consider switching to second-hand consumption (Naeem and
Ozuem, 2022).

2.2 Consumer scepticism

Consumer Scepticism primarily refers to a dissonance in the consumer’s mind related to their
beliefs and trust in a product and its offered features. It is influenced by situational factors
such as the environment, contextual elements like the type of claim and product, and various
conflicting ideas, attitudes, and beliefs associated with the product (Malhotra and Shaiwalini,
2023). It results from several circumstances, such as values, beliefs, attitudes, customs,
political philosophy, spiritual values, emotions, culture, social standing, peer group impact,
etc. Consumer Scepticism significantly affects consumer behaviours and buying patterns. It
can result in a bad attitude towards promotional activities, poor judgement regarding brands
and items, and a poor assessment of a company and retailer. As a result, it reduces a product’s
likelihood of being purchased. A person with a high level of scepticism believes that
assertions are inaccurate, whereas a person with a low level believes that claims are more
accurate ( Hernandez et al., 2023). It makes the consumer question the authenticity of products
being considered for purchase, making them sceptical of various product attributes in line
with their preconceived notions and beliefs (Deb et al., 2021). Three dimensions of scepticism
(questioning the mind, suspending judgement, and searching for knowledge) have been
operationalised in prior literature from various marketing disciplines, including (a) general
advertising to approach all advertisements and promotional messages with a degree of
doubt, (b) CSR regarding a brand’s claims and commitments to social and environmental
causes, (c) environmental claims exhibits doubts about the accuracy of environmental Intention to
statements and eco-friendly product claims, (d) suspicion of the advertiser’s motivation of purchase
suspicious advertising messages underlying intention of advertisers, and (e) disbelief of not
believing messages presented in marketing and advertising communications. These
renting
dimensions indicate how consumer scepticism manifests in interaction with marketing and products
advertising to understand consumer behaviour and attitude towards environmental
concerns. However, consumers’ scepticism of the ecological concerns and behaviours
displayed by retailers and brands has yet to receive much attention. In India, this concept is
emerging because many rented household products have entered the market, and consumers
doubt the ethical standards and social responsibilities of retailers and businesses,
questioning whether they genuinely care about the environment (Malhotra, 2023). Hence,
this study focuses on the moderating role of consumer scepticism in the relationship between
consumer minimalism and the purchase intention of rented household products via the
mediating role of environmental consciousness.

3. Hypothesis formulations
3.1 Consumer minimalism and purchase intention of renting products in the retail sector
Consumers possess minimalist behaviour in renting and purchasing, commercial sharing
systems, and other alternative consumption systems, which have gained popularity and
interest (Steffen, 2017). The rise in renting consumption among consumers has been
attributed to the lessened effect of the shame and stigma of renting items. Today, it is
possibly a style to be minimalistic, in which consumers place a higher value on personal
development than social prestige, leading them to rent and purchase these items. Intrinsic
and extrinsic factors motivate the intention to rent products (Smith-Ditizio and Smith, 2023).
Intrinsic motivation encompasses components such as establishing a person’s self-image
based on authenticity, quality, and brand, expressing moral identity, culturally perceived
values, functional values, economic values, materialism, and the belief that people can
purchase more for less money and nostalgia. However, consumers are equally concerned
about hygiene and pests, desire to possess new things, and need more confidence in sellers,
restricting them from renting products. While customers may find it difficult to let go of their
goods, studies have also shown that they are amenable to disposal techniques that
compensate for psychological loss through benefits garnered through renting their items.
The sharing economy has gained traction in several contexts, with rentals expanding
consistently (Metic and Pigosso, 2022). A “collaborative economy” has also arisen as an
upcoming trend in renting used home items and other products on online retailing platforms
(Kapoor et al., 2021). Acquiring new things is often perceived as a waste of resources, but
renting products is seen as a means to avoid traditional consumerism and thereby extend the
life of many household objects that are still useful (Hasbullah et al., 2022; Mishra et al., 2023;
Malhotra and Ramalingam, 2023). A few studies in the past have explored the empirical
relationship between individual characteristics, platform qualities, and purchase intention
of renting products to understand better customers’ attributes and personal characteristics
(Kapoor et al., 2021). The rise of the rental industry has commonly been termed “new retail”,
which prioritises access over ownership and is aided by cultural movements toward
minimalism. It increases the efficiency of the rental economy. It makes renting objects or
products we need in our everyday lives more accessible than owning them outright and
being responsible for their care, maintenance, and storage (Hurvitz, 2021). Thus, we
hypothesise:
H1. Consumer minimalism positively affects the consumer’s purchase intention of
renting products in the retail sector.
BIJ 3.2 Mediation impact of environmental consciousness
The significance of environmental protection strongly influences the shift toward product
rentals (Sinha et al., 2022). Consumers are generally aware of their environmental
responsibility (Yong et al., 2022), contributing to their comprehensive understanding of
long-term societal development principles (Sergeevna and Ivanovich, 2020). Past studies have
indicated that environmental consciousness positively impacts behavioural intention (Mishal
et al., 2017; Kautish et al., 2019). Moreover, studies have shown minimalist consumption
motivations vary; some consumers seek personal benefits, such as increased physical,
temporal, and mental space, coupled with improved financial control. Some individuals find
strong motivation in ecological or moral considerations, viewing them as beneficial outcomes
of adopting a minimalist lifestyle (Martin-Woodhead, 2022; Pangarkar et al., 2021).
Environmental consciousness is “an element of the belief system that denotes specific
psychological influences related to individuals’ propensity to join pro-environmental
behaviour regimes” (Zelezny and Schultz, 2000). Environmental concern involves
assessing or holding an opinion about facts, one’s actions, or the actions of others,
considering the potential impact on the environment (Mart
ınez Garc
ıa de Leaniz et al., 2018).
Hence, there is a growing emphasis on consumer self-expression and satisfaction with a sense
of environmental responsibility (Geegamage et al., 2021; Malhotra, 2022). Given the depletion
of natural resources, it is imperative to encourage individuals to practice self-restrictive
behaviours, like giving items a second life (Borusiak et al., 2020). The combination of
consumer minimalism and environmental consciousness significantly inclines individuals
towards choosing rental solutions. Minimalist consumers, who favour a simpler, less
materialistic lifestyle, often share common ground with environmentally conscious
individuals who prioritise sustainability (Malhotra and Srivastava, 2023). Both mindsets
stress the importance of conscious consumption and waste reduction. Consequently,
consumers who adopt minimalism and environmental consciousness are more inclined to opt
for rentals as a sustainable and clutter-free alternative to ownership. Researchers have thus
shed light on the shift in consumer product choices prompted by environmental concerns and
the challenges of climate change (Malhotra, 2022, 2023; Mishra et al., 2023). Therefore, with
higher environmental consciousness, consumers will be inclined to have a minimalistic
lifestyle and thus will prefer to purchase rented products, suggesting environmental
protection. Based on this discussion, we hypothesise:
H2. The environmental consciousness has a significant mediating effect between
consumer minimalism and consumer’s purchase intention of renting products in the
retail sector.

3.3 Moderation effect of consumer scepticism

While making decisions regarding renting goods, there are various doubts in the
consumer’s mind, which tends to demotivate them from pursuing their decision. Thus,
consumer scepticism might be induced when he/she is exposed to particular stimuli (e.g.
marketing) while dealing with new items, advertising, or salespeople; overall, consumers
may become more distrustful (Kumar et al., 2023). Past studies have found that a positive
consumer attitude does not necessarily translate to actual buying (Deb et al., 2021). Li and
Miniard (2006) stated that viewers’ trust in advertisements positively impacts consumers’
attitudes toward a brand. Rambabu et al. (2023) added that low advertisement scepticism
would lead to a positive attitude toward a product. Thus, one may affirm that scepticism
does harm the purchase intention of branded products, leading to a customer’s loss (Chen
and Leu, 2011); scepticism, therefore, may be presumed to be negatively associated with a
brand or product’s purchase intention (Singh and Agrawal, 2022). On the other hand,
scepticism arising from minimalist consumers could encourage them not to purchase
rented products. For example, the perceived risk associated with items, such as home Intention to
appliances, computers, and televisions, originates from a lack of trust in the vendor, a lack purchase
of information about the product’s condition, and a lack of assurance in case of renting
(Edbring et al., 2016 Hou and Sarig€oll€u, 2022). Effectively, consumers tend to be sceptical
renting
about cleanliness, infection risk, and health and safety concerns (Hossain, 2021). Despite a products
significant desire to adopt such purchasing methods, consumers tend to be unsure of the
relevant laws if a leased or rented product breaks down or becomes damaged. All these
factors in amalgamation scepticism consumption lead to consumers’ scepticism, despite
their intention to be minimalist, and adopt alternate consumption measures such as renting
products. In other words, it demotivates the consumer significantly to adapt to a
sustainable way of living. Studies have attempted to understand the effect of scepticism on
consumers’ purchase intention (Chiu and Cho, 2021; Deb et al., 2021). Studies have also
elaborated on the various ways that lead to scepticism among consumers and how it affects
their buying behaviour (Deb et al., 2021). A few studies have suggested that highly sceptical
consumers are more likely to respond negatively to buying behaviours despite various
marketing campaigns (Kulshreshtha et al., 2019). Thus, we hypothesise:
H3. Consumer scepticism moderates the effect of consumer minimalism on the
consumer’s purchase intention of renting products in the retail sector such that
the relationship is weaker under high consumer scepticism.
H4. The mediated effect of environmental consciousness on consumer minimalism and
the consumer’s purchase intention of renting products in the retail sector is
moderated by consumer scepticism, such that this effect is weaker with high
consumer scepticism.
Figure 1 depicts the proposed framework to examine the relationship between consumer
minimalism (independent variable) and consumer purchase intention towards renting
products (dependent variable), with responsibility towards the environment as a mediating
variable and consumer scepticism as a moderating variable.

4. Research methodology
4.1 Data collection procedure
We adopted a self-administered survey-based technique to collect data from Indian
consumers from the first week of March 2023 to the second week of June 2023. We aimed to
understand consumers’ purchase intention of renting products in the retail sector.

Consumer
SkepƟcism

Environmental H4
Consciousness H3

H2

IntenƟon to
Consumer
Purchase RenƟng
Minimalism
Products Figure 1.
H1
Conceptual framework
Source(s): Authors’ own creation
BIJ We distributed the survey questionnaire online through social media platforms (e.g.
Facebook, WhatsApp, e-mails, etc.). Additionally, we spread an information sheet stating this
study’s nature and the expected time to complete the survey. The information sheet explained
the terms “consumer scepticism”, “consumer minimalism”, “environment consciousness” and
“purchase intention for renting products”. We announced a reward for participation in the
sweepstakes contest coupons for prospective participants. After receiving due consent from
the prospective participants, we shared the web link to the survey.
We used the convenience sample method to pre-test the questionnaire with twenty-five
respondents. We altered the questionnaire and distributed it to the prospective participants
based on their comments. We sent weekly reminders until the questionnaire was duly filled
and returned. The participants were assured that complete anonymity and privacy of their
responses would be maintained. We received 299 responses; after discarding 47 missing and
incomplete responses, we finally used 259 duly filled questionnaires for analysis, achieving a
response rate of 86.62%. Of these 259 responses (Table 1) received, 58.6% were men, with
69.7% being graduates. The monthly family income of 64.4% of respondents was less
than $4000.

4.2 Measurement procedure

Table 2 shows the measurement items of the proposed framework; we extracted the
measurement items for the four constructs (i.e. consumer minimalism, consumer scepticism,
environmental consciousness, and purchase intention) from the literature. Notably, all
measurement items were based on a seven-point Likert scale that ranged from strongly
disagree as 1 to strongly agree as 7. Additionally, we adapted four items for consumer
scepticism from Skarmeas and Leonidou (2013). Further, we used four items listed under
consumer minimalism, adapted from Wilson and Bellezza (2022). Three items for purchase
intention through rented products were adapted from Lamberton and Rose (2012) and
Bhattacherjee (2001). We adapted three items from Onel and Mukherjee (2017) to measure
environmental consciousness.

Sample size (%)

Demographic characteristics Items (N 5 259)

Age 20–30 years 166 (64.09%)

31–40 years 61 (23.55%)
41 and above 32 (12.36%)
Gender Male 152 (58.69%)
Female 107 (41.31%)
Educational Qualification Below graduation 41 (15.84%)
Graduation 181 (69.79%)
Post-graduation and higher 37 (14.28%)
Monthly family income Less than US$2000 86 (33.20%)
US$2000 - US$4000 81 (31.27%)
More than US$4000 92 (35.53%)
Geographical location Metro cities 131 (50.58%)
Non-metro cities 128 (49.42%)
Products/Services Furniture 79 (30.50%)
Electronics and appliances 65 (25.09%)
Table 1. Car and Bikes 78 (30.12%)
Demographic profile of others 37 (14.29%)
the respondents Source(s): Authors’ own creation
 Cronbach’s
Intention to
Construct and items Estimate CR alpha (α) purchase
renting
Consumer Minimalism (CM) 0.865 0.856
CM1: I avoid accumulating lots of stuff 0.791 products
CM2: I restrict the number of things I own 0.779
CM3: “Less is more” when it comes to owning things 0.627
CM4: I actively avoid acquiring excess possessions 0.811
Environmental consciousness (EC) 0.766 0.702
EC1: I am conscious of the problems resulting from my post-use 0.723
behaviour that is not eco-sensitive
EC2: My post-use behaviour that is not eco-sensitive contributes to 0.713
environmental problems
EC3: I take joint responsibility for environmental problems 0.732
Consumer scepticism (CS) 0.813 0.773
CS1: It is doubtless/doubtful that rented household product is an 0.760
environmentally friendly idea
CS2:It is certain/uncertain that rented household product is of good 0.708
quality and will last long
CS3: It is sure/unsure that rented household product meets the 0.718
standards of my society(friends and family)
CS4: It is unquestionable/questionable that rented household product 0.699
is better than the standards of my society (friends and family)
Purchase intention of renting products (PIRP) 0.762 0.744
PI1: I can see myself engaging in rented household products in the 0.602
future from retailers
PI2: I can see myself increasing my rented household product 0.694
activities from a trusted retailer than any other source
Table 2.
PI3: I would likely choose a rented household product/service from a 0.759
Description of
retailer instead of buying household products myself constructs and items of
Note(s): Fit measures the study and
Normed χ 2 5 2.099, CFI 5 0.950, IFI 5 0.951, TLI 5 0.928 and RMSEA 5 0.072 measurement
Source(s): Authors’ own creation assessment

4.3 Common method bias

Common method bias (CMB) can be a problem in this study because all the variables were
taken from a single source (MacKenzie et al., 2011; Podsakoff et al., 2003). Thus, we applied the
statistical test of full collinearity to ensure the absence of CMB (Kock and Lynn, 2012). The
full collinearity variance inflation factors (VIFs) values were less than the threshold value of
3.3 (Kock and Lynn, 2012; Kock, 2015), suggesting no CMB issue in our study. We tested
Harman’s single-factor test; it showed that the largest factor contributed less than 50% of the
total variance. We improved questionnaire clarity procedurally by using straightforward
language and removing difficult questions, as suggested by Conway and Lance (2010). Using
an unmeasured latent factor model, we statistically tested for CMB and found no evidence.
Hence, we can affirm that CMB was not a problem in this study (Fuller et al., 2016).

5. Results
5.1 Assessment of measurement model
The study used SPSS Amos version 26 to assess convergent and discriminant validity.
Table 2 shows all items with factor loadings, composite reliability (CR), and Cronbach’s alpha
(α) values for the proposed model. For convergent validity, we considered items with factor
loadings above 0.60 (Hair et al., 2017), and CR values were more than 0.70, between 0.717 and
BIJ 0.841. Additionally, the AVE values of all the constructs were above the threshold values of
0.50 (Hair et al., 2017), thereby establishing convergent validity. Table 3 shows AVE and the
proposed model’s square root of AVE values. For discriminant validity, we considered the
square root of AVE values for each latent construct to be higher than its correlation with any
other construct; herein, all AVE values were higher than 0.5 (Fornell and Larcker, 1981).
Furthermore, we conducted a heterotrait-monontrait ratio (HTMT) of correlations to
establish discriminant validity. Table 3 also indicates HTMT for the measurement model; all
values are above the threshold of 0.85 (Henseler et al., 2015), thereby establishing
discriminant validity. Then, we validated confirmatory factor analysis, whereby the
measurement model established an adequate fit; the fit indices were Normed χ 2 5 2.099,
CFI 5 0.950, IFI 5 0.951, TLI 5 0.928 and RMSEA 5 0.072. Hence, the reliability and
adequate fit indices satisfied the proposed model, and convergent and discriminant validity
was established.

5.2 Hypothesis testing

To test the hypotheses, we used the SPSS PROCESS macro (Hayes, 2018). We adopted Model
15 to examine our proposed conceptual framework with consumer minimalism (independent
variable), environmental consciousness (mediating variable), consumer scepticism
(moderating variable), and consumers’ purchase intention of renting products in the retail
sector (dependent variable). Moreover, we used the complete standardised indirect effect for
mediation analysis to measure the effect size for indirect effects (Preacher and Hayes, 2008). A
non-parametric bootstrapping regression technique using 5,000 bootstrap samples was also
used for moderated mediation analysis with multiple iterations. The mediation effect defines
the strength of both direct and indirect impact (MacKinnon et al., 2007). The mediation
analysis is considered significant when a 95% confidence interval (CI) does not include zero at
the 0.05 level. However, the moderation interaction effect shows the direction of the
independent variable on the dependent variable at different values of a moderating variable.
5.2.1 Assessment of mediation effect. Table 4 shows the direct and mediation results of
environmental consciousness. The direct relationship between consumer minimalism and
purchase intention of renting products in the retail sector is positively correlated and
significant (effect 5 0.519; t 5 2.560; p < 0.01), supporting hypothesis H1 thereof. Further, a
direct relationship between consumer minimalism → purchase intention (without
environmental consciousness as a mediator) is negative and insignificant (effect 5
0.155;
t 5
0.810; p > 0.01), and the indirect effect of consumer minimalism→ environmental
consciousness → purchase intention of renting products in the retail sector is significant
(effect 5 0.195; 95% CI [0.099,0.292]). Therefore, environmental consciousness fully mediates

Mean (SD) AVE CM EC CS PIRP

Consumer minimalism (CM) 6.352 0.517 0.719 0.178* 0.658* 0.135*

(0.932)
Environmental consciousness (EC) 6.007 0.522 0.575 0.722 0.781* 0.656*
(0.968)
Consumer scepticism (CS) 3.559 0.521
0.282
0.282 0.722 0.801*
(1.407)
Purchase intention of renting products 5.916 0.516 0.631 0.579
0.537 0.718
Table 3. (PIRP) (0.969)
Descriptive statistics Note(s): Values in diagonal and underline represent the square root of AVE (Fornell–Larcker criterion)
and discriminant *Values in italics represents heterotrait-monotrait ratio (HTMT, Henseler et al. criterion)
validity Source(s): Authors’ own creation
the relationship between consumer minimalism and purchase intention of renting products in Intention to
the retail sector, supporting hypothesis H2. purchase
5.2.2 Assessment of moderation effect. We analysed the moderating effect of consumer
scepticism on path consumer minimalism →, purchase intention, and path consumer
renting
minimalism→, environmental consciousness, → purchase intention; the results are depicted products
in Table 5. The interaction effect of consumer scepticism on path consumer minimalism→
purchase intention was negative and significant (b 5
0.477; t 5
2.176; p < 0.05), indicating
thereby that consumer scepticism does moderate the relationship between path consumer
minimalism → purchase intention, supporting hypothesis H3 thereof. Hence, the conditional
indirect effect was significant when consumer scepticism was low (
1 SD) and reduced when
consumer scepticism was increased (þ1 SD). Thus, consumer scepticism increases, and the
impact on purchase intention decreases. The interaction term for consumer scepticism on
path consumer minimalism → purchase intention weakened with increased consumer
scepticism. However, the interaction effect of consumer scepticism on path consumer
minimalism→ environmental consciousness → purchase intention was negative and
significant (b 5
0.178; t 5
1.982; p 5 0.048 < 0.05), supporting thereby hypothesis H4.

Indirect
Hypothesised path Direct effect t value effect BootSE 95% percentile CI Decision

H1: CM → PIRP 0.519 2.560 [0.119, 0.918] Supported

H2: CM → EC→ PIRP
0.155
0.810 0.195 0.049 [0.099, 0.292] Supported
Note(s): CM – consumer minimalism; PIRP – purchase intention of renting products; EC – environmental Table 4.
consciousness Direct and mediation
Source(s): Authors’ own creation path analysis

Moderating effect of CS
B T p-value LLCI ULCI Decision

Interaction effect of CS on path CM
0.477
2.176* 0.030
0.910
0.045 H3

→ PIRP (<0.05) Supported
Effect BootSE LLCI ULCI

1 SD 0.236* 0.109 0.020 0.451
(CS)
Mean 0.562* 0.076 0.411 0.713
(CS)
þ1 SD 0.823* 0.103 0.620 1.027
(CS)
Interaction effect of CS on path CM
0.178
1.982* 0.048
0.355
0.001 H4
→ EC → PIRP (<0.05) supported

1 SD 0.178* 0.108
0.038 0.385
(CS)
Mean 0.425* 0.086 0.249 0.593
(CS)
þ1 SD 0.622* 0.127 0.380 0.874
(CS)
Note(s): CM – consumer minimalism; PIRP – purchase intention of renting products; CS – consumer
scepticism; EC – environmental consciousness Table 5.
*denotes value significant at 0.05 level Moderation effect of
Source(s): Authors’ own creation consumer scepticism
BIJ Hence, the conditional indirect effect was significant when consumer scepticism was low (
1
SD) and reduced when consumer scepticism was increased (þ1 SD). Thus, it may be assumed
that the impact on purchase intention decreases as consumer scepticism increases. Therefore,
the interaction term for consumer scepticism on the path of consumer minimalism →
environmental consciousness → purchase intention weakened with increased consumer
scepticism.

6. Discussion
The findings suggest that minimalism significantly affects consumers’ intention to rent
products. Moreover, it positively affects their intention to rent products. We also proved that
switching to alternative consumption modes would help drive consumers’ motivation to
pursue minimalism (Pangarkar et al., 2021). Rental products may increase the potential effects
of minimalism on purchase intention by creating an opportunity to reach out to many
consumers so that they could benefit from the fewer resources they possess. Renting products
may fulfil the consumers’ standard life requirements, and they become more inclined towards
renting products while taking proper care and maintenance (Hurvitz, 2021). Thus, hypothesis
H1 is supported.
Furthermore, the findings reveal that environmental consciousness does have a positive
mediating effect on consumer minimalism and purchase intention of renting products. In
retail, consumers become responsible for the environment by protecting and stopping other
consumers from spoiling it (Sinha et al., 2022). Consumers are presumed to be minimalist,
prefer switching to rented products, and in the process, be satisfied by providing temporal,
physical, and mental space and more financial control. Thus, consumers are motivated by
moral concerns and consumer goods that encourage a minimalistic lifestyle. Hence, our
findings concur with the study of Sergeevna and Ivanovich (2020) and Martin-Woodhead
(2022). This study attempted to establish the role of environmental consciousness in
mediating the consumers’ drive to adopt the renting structure of consumption following their
pursuit of minimalism. Thus, hypothesis H2 is also supported.
Regarding the moderating role of consumer scepticism, our results yield a negative and
significant relationship between environmental consciousness and consumer scepticism. The
consumer has many doubts about deciding to rent products (Arli et al., 2019). Consumer
scepticism weakens the effect of minimalism on the purchase intention of renting products
and the mediating role of environmental consciousness in the model. Eventually, scepticism
negatively moderates the effect of consumer minimalism on rented purchase intention and
weakens the mediating role of environmental consciousness to a great extent on consumer
minimalism purchase intention of renting products (Gong and Zhang, 2023). The relationship
between consumer minimalism and purchase intention of rented products gets weaker with
high scepticism. On the other hand, with low consumer scepticism, the relationship gets
stronger (Silva et al., 2019; Chiu and Cho, 2021). The results can be summarised that the
greater the “consumer scepticism” lower the responsibility towards the environment and
hence environmental consciousness, while the lower the consumer scepticism, the higher the
consumer’s confidence, resulting in a more significant positive feeling to purchase rented
products. Thus, hypotheses H3 and H4 are supported.

6.1 Theoretical implications

Due to the changing lifestyles of consumers today, the present study makes several
contributions related to consumer minimalism and renting products as they represent
futuristic behaviour compared to rental services. Rental products often elicit stronger
environmental consciousness for individual consumers. This study examines the
relationship between the independent variable - consumer minimalism and the purchase Intention to
intention of rental products as a dependent variable. In addition, the study delved into the role purchase
of environmental consciousness as a mediating variable and consumer scepticism as a
moderating variable. The proposed framework validates the role of consumer scepticism
renting
within the minimalistic lifestyle of consumers vis a vis their rental purchase intention. In the products
process, this study offers multiple contributions to the literature on rental consumption
behaviour. For example, to the best of our knowledge, this study endeavours to utilise the
consumer minimalism concept to understand rental purchase intention (Malhotra and
Dandotiya, 2023). It enhances the need for more knowledge regarding why consumers rent
products. The study unequivocally demonstrates that the cultivation of scepticism in
consumers’ minds significantly diminishes the likelihood of consumers embracing
minimalism and environmental consciousness, consequently reducing their intention to
make rented purchases (Gong and Zhang, 2023).
Next, our theoretical contribution relates to our validation of the role of “environmental
consciousness” in predicting the consumer’s purchase intention of renting products in the
retail sector. It is important to note that the presence of environmental consciousness helps
maintain a long-term relationship with retailers who provide rental services. Prior research
has concentrated on intrinsic motivations such as trust, risk, openness to experience, etc. (Lee
and Chow, 2020). Thus, consumers are motivated to provide feedback on purchasing rented
products to influence others to follow the purchase behaviour. Customers may find renting
goods from retailers a simple, dependable, and affordable way to access various goods
without making a purchase commitment. Thus, this study is a pioneer in considering
environmental consciousness as the mediating variable in the linkage between consumer
minimalism and rental purchase intention. In the process, we have enriched the limited
research on minimalism, which is still in its early stages. Lastly, the study explored the role of
consumer scepticism in the association between consumer minimalism (independent
variable), environmental consciousness (mediating variable) and rental purchase intention
(dependent variable. This study is a novel contribution in the context of the rental
consumption behaviour of the consumers, thus enhancing its significance to rental service
providers. While there may be other renting possibilities, some retailers offer a combination
of advantages that appeal to the customers.

6.2 Managerial implications

From a practical standpoint, this study guides how and when to apply a consumer
minimalistic attitude to generate purchase intention towards rented products. This
perception would enable retailers to integrate a minimalist lifestyle while being
responsible for the environment and enhancing customer reach from a marketing
perspective. The study provides valuable insights for marketers who focus on
sustainability. Marketers need to be vigilant about the shifting trend from ownership to
renting in the retail sector. These renting service providers, such as CityFurnish, Rentomojo,
GrabOnRent, Zoomcar, and Yulu Bikes, may devise marketing strategies to encourage
consumers to purchase rented products, emphasising environmental consciousness and a
minimalistic lifestyle. These initiatives and strategies, along with an environmental
perspective, will encourage consumers to purchase rented products, and enterprises may
gain profits by enhancing rental purchase intention. Thus, consumers select a minimalistic
lifestyle and emphasise the circular and sustainable aspects of renting.
Marketing strategies may be redesigned to address retailers’ intense competition that
attracts more environmentally conscious customers. The use of celebrity endorsements by
marketers is recommended because they may directly affect consumer behaviour and rental
purchasing intentions. With evolving consumption and disposal patterns, it becomes
BIJ imperative for marketers to understand the psychology behind certain behaviours. From the
consumers’ perspective on their environmental consciousness, marketers could design
campaigns that would help them acquire a fair share of customers by striking the right
sentiments and beliefs. Managers may design education campaigns to update consumers
regarding the benefits of a minimalistic lifestyle and create positivity in renting products.
These education campaigns will create awareness and motivate consumers to adopt a
minimalistic lifestyle. Moreover, marketers must provide positive aspects of renting products
to integrate them into their branding efforts. This strength will help position the renting
brand in the market and motivate the consumers to adopt and contribute to a global cause.
However, it is essential to refrain from downplaying consumer scepticism and the doubts
consumers may have about renting products and their related ideologies. Notably, the study
could help marketers understand the importance of maintaining a high level of product
quality and connecting customers to experience-based offerings to gain the minimalists’
attention. Marketers must promote the “rent-to-return” model to increase profits from the
same product multiple times. Marketers can provide flexibility in payment options, allowing
consumers to pay based on the duration they choose to rent the product. Enhanced consumer
experience and environmental consciousness by customising rented products will increase
consumer satisfaction, loyalty, and word-of-mouth. This experience will promote and
increase the rental model perspective in the retail sector.
Furthermore, the retailers, having realised the features due to which they are preferred to
other sources of business, should strive to maintain and upgrade similar standards and
offerings to sustain their business. Businesses in the retail industry can improve their product
offerings, marketing strategies, pricing, customer experience, and sustainability practices by
better understanding consumer behaviour towards their purchase intention to rent products.
This rental purchase can increase customer satisfaction, loyalty, and profitability.
Effectively utilising the “environmental consciousness” attitude to empower consumers’
minimalistic approach may lead to making decisions related to renting products. Strategies
may be developed to address environmental consciousness among consumers. The quality of
products in rented business may be communicated to create trust among consumers in using
these products. Managers may attract more minimalistic consumers and increase rental
purchase services of rented products to build trust and credibility. Consumers may provide
campaigns to increase consumer rental consumption behaviour and how renting may
enhance the individual’s image within their peer group and society and elevate social
prestige. Marketers may consider offering product-specific features such as apparel, cars,
furniture, and electronics that highlight responsible environmental behaviour and thus
trigger the intent to purchase products on rent. Similar strategies may be applied to luxurious
apparel wherein marketers may design product-specific quality designs and create product
assortments per their customers’ preferences, which may help show responsible behaviour
towards the environment. Overall, this study will lead to the design of suitable marketing
campaigns and customisation for prospective consumers.

6.3 Limitations and future scope

While pursuing the study, a few limitations have been observed. First, the study used three
constructs to understand and measure consumers’ purchase intention to rent products in
retail. There might be other constructs affecting the purchase intention that can be tested. It is
accepted that actual purchase intention may produce more accurate predictions when
compared to other behavioural measurements in terms of the data collected for the study.
Future studies may focus on highly educated young consumers with low income who may
provide different results, as they may or may not procure products on rent. Thus, the
generalisability of results may change with different cultural and consumer populations.
Future studies could also look into comprehensive samples with age, gender, education level, Intention to
and marital status variations. Other constructs, such as psychological ownership, trust, purchase
loyalty, hygiene, etc. can also be tested on the purchase intention of renting products. Further,
this study has been based on a survey-based approach; future researchers may conduct field
renting
experiments or longitudinal studies to explore better the relationship between consumer products
minimalism, environmental consciousness, and purchase intention. Similarly, manipulations
of consumer scepticism in field experiments may produce a more accurate outcome of its
moderating role in the conceptual framework designed in the study. Furthermore, the
intention to rent products is linked to a transient connection with retailers. Future researchers
may delve into related constructs like consumer retention, trust, loyalty, and increased
confidence in retailers over an extended period. Lastly, other factors that lead to consumer
scepticism toward purchasing rented products can be used as a construct, such as cognitive
dissonance, legal issues, lack of information, lack of assurance, cleanliness and hygiene, and
return and damage issues, individually to better understand the underlying behaviour of the
consumers. Moreover, the significance of factors other than environmental consciousness,
such as self-image, quality, brand, expressing moral identity, culturally perceived values,
functional values, economic values, and finally, nostalgia, can be explored to explain further
the motivation behind consumer minimalism and the purchase intention of renting products.

References
Amasawa, E., Shibata, T., Sugiyama, H. and Hirao, M. (2020), “Environmental potential of reusing,
renting, and sharing consumer products: systematic analysis approach”, Journal of Cleaner
Production, Vol. 242, 118487, ISSN 0959-6526, doi: 10.1016/j.jclepro.2019.118487.
Anderson, K.C. and Laverie, D.A. (2022), “In the consumers’ eye: a mixed-method approach to
understanding how VR-content influences unbranded product quality perceptions”, Journal of
Retailing and Consumer Services, Vol. 67, 102977, doi: 10.1016/j.jretconser.2022.102977.
Arli, D., van Esch, P., Northey, G., Lee, M.S.W. and Dimitriu, R. (2019), “Hypocrite, skepticism, and
reputation: the mediating role of corporate social responsibility”, Marketing Intelligence and
Planning, Vol. 37 No. 6, pp. 706-720, doi: 10.1108/mip-10-2018-0434.
Baek, E. and Eun Grace Oh, Ga (2021), “Diverse values of fashion rental service and contamination concern
of consumers”, Journal of Business Research, Vol. 123, pp. 165-175, doi: 10.1016/j.jbusres.2020.09.061.
Bangsa, A.B. and Schlegelmilch, B.B. (2020), “Linking sustainable product attributes and consumer
decision-making: insights from a systematic review”, Journal of Cleaner Production, Vol. 245,
118902, doi: 10.1016/j.jclepro.2019.118902.
Barber, A. (2021), Consumed: The need for Collective Change: Colonialism, Climate Change, and
Consumerism, Balance, Hachette.
Bhattacherjee, A. (2001), “Understanding information systems continuance: an expectation-
confirmation model”, MIS Quarterly, Vol. 25 No. 3, pp. 351-370, doi: 10.2307/3250921.
_
Borusiak, B., Szymkowiak, A., Horska, E., Raszka, N. and Zelichowska, E. (2020), “Towards building
sustainable consumption: a study of second-hand buying intentions”, Sustainability, Vol. 12
No. 3, p. 875.
Chen, F.-P. and Leu, J.-D. (2011), “Product involvement in the link between skepticism toward
advertising and its effects”, Social Behavior and Personality An International Journal, Vol. 39
No. 2, pp. 153-159, doi: 10.2224/sbp.2011.39.2.153.
Cheng, M. (2016), “Sharing economy: a review and agenda for future research”, International Journal
of Hospitality Management, Vol. 57, pp. 60-70, doi: 10.1016/j.ijhm.2016.06.003.
Chiu, W. and Cho, H. (2021), “E-Commerce brand: the effect of perceived brand leadership on consumers’
satisfaction and repurchase intention on E-commerce websites”, Asia Pacific Journal of Marketing
and Logistics, Vol. 33 No. 6, pp. 1339-1362, doi: 10.1108/apjml-10-2018-0403.
BIJ Chon, M.G. and Kim, Y. (2021), “Megaphoning effects of skepticism, cynicism, and situational
motivation on an environmental CSR activity”, Public Relations Review, Vol. 47 No. 4, 102082,
doi: 10.1016/j.pubrev.2021.102082.
Christodoulides, G., Athwal, N., Boukis, A. and Semaan, R.W. (2021), “New forms of luxury
consumption in the sharing economy”, Journal of Business Research, Vol. 137, pp. 89-99, doi: 10.
1016/j.jbusres.2021.08.022.
Conway, J.M. and Lance, C.E. (2010), “What reviewers should expect from authors regarding common
method bias in organizational research”, Journal of Business and Psychology, Vol. 25 No. 3,
pp. 325-334, doi: 10.1007/s10869-010-9181-6.
Deb, M., Sharma, V.K. and Amawate, V. (2021), “CRM, skepticism and patronage intention—the
mediating and moderating role of satisfaction and religiosity”, Journal of Strategic Marketing,
Vol. 29 No. 4, pp. 316-336, doi: 10.1080/0965254x.2020.1733048.
Durgee, J.F. and Colarelli O’Connor, G. (1995), “An exploration into renting as consumption behavior”,
Psychology and Marketing, Vol. 12 No. 2, pp. 89-104, doi: 10.1002/mar.4220120202.
Economic Times (2020), The Many Upsides of Renting Furniture in India as Work-From-Home
Becomes the New Normal, Economic Times, 11 November 2020, available at: https://
economictimes.indiatimes.com/industry/miscellaneous/the-many-upsides-of-renting-furniture-
in-india-as-work-from-home-becomes-the-new-normal/welcome-to-the-sharing-economy/
slideshow/79169637.cms (accessed 15 December 2023).
Edbring, E.G., Lehner, M. and Mont, O. (2016), “Exploring consumer attitudes to alternative models of
consumption: motivations and barriers”, Journal of Cleaner Production, Vol. 123, pp. 5-15.
Elizabeth, S. (2015), Self-drive Car Rentals like ZoomCar, Revv Are Experimenting and Innovating on
Tech Fron, Economic Times, 25 September, 2015, available at: https://economictimes.indiatimes.
com/small-biz/startups/self-drive-car-rentals-like-zoomcar-revv-are-experimenting-and-
innovating-on-tech-front/articleshow/49098712.cms (accessed 16 December 2023).
Ferraro, C., Sands, S. and Brace-Govan, J. (2016), “The role of fashionability in second-hand shopping
motivations”, Journal of Retailing and Consumer Services, Vol. 32, pp. 262-268, doi: 10.1016/j.
jretconser.2016.07.006.
Fornell, C. and Larcker, D.F. (1981), “Evaluating structural equation models with unobservable
variables and measurement error”, Journal of Marketing Research, Vol. 18 No. 1, pp. 39-50, doi:
10.2307/3151312.
Fota, A., Wagner, K. and Schramm-Klein, H. (2019), “Is renting the new buying? A quantitative
investigation of the determinants of the rental-commerce intention”, The International Review of
Retail, Distribution and Consumer Research, Vol. 29 No. 5, pp. 582-599, doi: 10.1080/09593969.
2019.1664616.
Fuller, C.M., Simmering, M.J., Atinc, G., Atinc, Y. and Babin, B.J. (2016), “Common methods variance
detection in business research”, Journal of Business Research, Vol. 69 No. 8, pp. 3192-3198, doi:
10.1016/j.jbusres.2015.12.008.
Geegamage, T., Ranaweera, H.R.A. and Halwatura, R.U. (2021), Second-Hand Fashion Consumption: A
Literature Review, Digital Library, University of Moratuwa, available at: http://dl.lib.uom.lk/
handle/123/16668
Gong, X. and Zhang, H. (2023), “You are being watched! Using anthropomorphism to curb customer
misbehavior in access-based consumption”, Journal of Retailing and Consumer Services, Vol. 70,
103164, doi: 10.1016/j.jretconser.2022.103164.
Hair, J., Hair, J.F., Jr., Sarstedt, M., Ringle, C.M. and Gudergan, S.P. (2017), Advanced Issues in Partial
Least Squares Structural Equation Modeling, Sage.
Hallem, A.P.Y., Abbes, A.P.I., Hikkerova, P.L. and Taga, M.P.N. (2021), “A trust model for
collaborative redistribution platforms: a platform design issue”, Technological Forecasting and
Social Change, Vol. 170, 120943, doi: 10.1016/j.techfore.2021.120943.
Hasbullah, N.N., Sulaiman, Z., Mas’od, A. and Ahmad Sugiran, H.S.A. (2022), “Drivers of sustainable Intention to
apparel purchase intention: an empirical study of Malaysian millennial consumers”,
Sustainability, Vol. 14 No. 4, p. 1945, doi: 10.3390/su14041945. purchase
Hayes, A.F. (2018), Introduction to Mediation, Moderation, and Conditional Process Analysis: A
renting
Regression Based Approach, Guilford Publications. products
Henseler, J., Ringle, C.M. and Sarstedt, M. (2015), “A new criterion for assessing discriminant- nant
validity in variance- based structural equation modelling”, Journal of the Academy of Marketing
Science, Vol. 43 No. 1, pp. 115-135, doi: 10.1007/s11747-014-0403-8.
Hernandez, J.M.D.C., da Costa Filho, M.C.M. and Strano, M.P.V. (2023), “When transparency pays off:
Enticing sceptical consumers with two-sided advertising”, International Journal of Consumer
Studies, Vol. 47 No. 1, pp. 317-333.
Hossain, M. (2021), “The effect of the Covid-19 on sharing economy activities”, Journal of Cleaner
Production, Vol. 280 No. 1, 124782, ISSN 0959-6526, doi: 10.1016/j.jclepro.2020.124782.
u, E. (2022), “Is bigger better? How the scale effect influences green purchase
Hou, C. and Sarig€oll€
intention: the case of washing machine”, Journal of Retailing and Consumer Services, Vol. 65,
102894, doi: 10.1016/j.jretconser.2021.102894.
Hurvitz, J. (2021), “Minimalism and the surprising impact its having impact on the rental goods
economy”, available at: https://retailbriefafrica.co.za/minimalism-and-the-surprising-impact-its-
having-on-the-rental-goods-economy/
Jain, V.K., Gupta, A., Verma, H. and Kumar, P. (2022), “The pursuit of less: embracing minimalism as a
way of life”, International Journal of Social Ecology and Sustainable Development, Vol. 13 No. 1,
pp. 1-19, doi: 10.4018/ijsesd.306265.
Kang, J., Martinez, C.M.J. and Johnson, C. (2021), “Minimalism as a sustainable lifestyle: its behavioral
representations and contributions to emotional well-being”, Sustainable Production and
Consumption, Vol. 27, pp. 802-813, doi: 10.1016/j.spc.2021.02.001.
Kapoor, A.P. and Vij, M. (2021), “Want it, rent it: exploring attributes leading to conversion for online
furniture rental platforms”, Journal of Theoretical and Applied Electronic Commerce Research,
Vol. 16, pp. 188-207.
Kautish, P., Paul, J. and Sharma, R. (2019), “The moderating influence of environmental consciousness
and recycling intentions on green purchase behavior”, Journal of Cleaner Production, Vol. 228,
pp. 1425-1436, doi: 10.1016/j.jclepro.2019.04.389.
Kock, N. (2015), “Common method bias in PLS-SEM: a full collinearity assessment approach”,
International Journal of E-Collaboration, Vol. 11 No. 4, pp. 1-10, doi: 10.4018/ijec.2015100101.
Kock, N. and Lynn, G. (2012), “Lateral collinearity and misleading results in variance-based SEM: an
illustration and recommendations”, Journal of the Association for Information Systems, Vol. 13
No. 7, pp. 546-580, doi: 10.17705/1jais.00302.
Kulshreshtha, K., Bajpai, N., Tripathi, V. and Sharma, G. (2019), “Cause-related marketing: an
exploration of new avenues through conjoint analysis”, Benchmarking: An International
Journal, Vol. 26 No. 6, pp. 2017-2050, doi: 10.1108/bij-05-2018-0131.
Kumar, V., Kaushal, V. and Shashi (2023), “Role of customer perceived brand ethicality in inducing
engagement in online brand communities”, Journal of Retailing and Consumer Services, Vol. 71,
103184, doi: 10.1016/j.jretconser.2022.103184.
Lamberton, C.P. and Rose, R.L. (2012), “When is ours better than mine? A framework for
understanding and altering participation in commercial sharing systems”, Journal of Marketing,
Vol. 76 No. 4, pp. 109-125, doi: 10.1509/jm.10.0368.
Lee, S.H. and Chow, P.S. (2020), “Investigating consumer attitudes and intentions toward online
fashion renting retailing”, Journal of Retailing and Consumer Services, Vol. 52, 101892, doi: 10.
1016/j.jretconser.2019.101892.
Li, F. and Miniard, P.W. (2006), “On the potential for advertising to facilitate trust in the advertised
brand”, Journal of Advertising, Vol. 35 No. 4, pp. 101-112, doi: 10.2753/joa0091-3367350407.
BIJ Lim, W.M., Yap, S.-F. and Makkar, M. (2021), “Home sharing in marketing and tourism at a tipping
point: what do we know, how do we know, and where should we Be heading?”, Journal of
Business Research, Vol. 122, pp. 534-566, doi: 10.1016/j.jbusres.2020.08.051.
MacKenzie, S.B., Podsakoff, P.M. and Podsakoff, N.P. (2011), “Construct measurement and validation
procedures in MIS and behavioral research: integrating new and existing techniques”, MIS
Quarterly, Vol. 35 No. 2, pp. 293-334, doi: 10.2307/23044045.
MacKinnon, D.P., Fairchild, A.J. and Fritz, M.S. (2007), “Mediation analysis”, Annual Review of
Psychology, Vol. 58 No. 1, pp. 593-614, doi: 10.1146/annurev.psych.58.110405.085542.
Malhotra, G. (2022), “Consumer retention in two-wheeler industry: a moderated mediation model”,
Asia Pacific Journal of Marketing and Logistics, Vol. 34 No. 8, pp. 1681-1701, doi: 10.1108/apjml-
03-2021-0187.
Malhotra, G. (2023), “Impact of circular economy practices on supply chain capability, flexibility and
sustainable supply chain performance”, The International Journal of Logistics Management,
Ahead of print.
Malhotra, G. and Dandotiya, G. (2023), “Unpacking the influence of anthropomorphism and
stereotypes on consumer attitude towards luxury brand”, International Journal of Retail and
Distribution Management, Vol. 51 No. 12, pp. 1719-1736, doi: 10.1108/ijrdm-04-2023-0273.
Malhotra, G. and Ramalingam, M. (2023), “Perceived anthropomorphism and purchase intention using
artificial intelligence technology: examining the moderated effect of trust”, Journal of Enterprise
Information Management, Vol. ahead-of-print ahead-of-print, doi: 10.1108/jeim-09-2022-0316.
Malhotra, G. and Shaiwalini, S. (2023), “Environmental concern and purchase intention of pre-loved
luxury products: a moderated mediation model”, Asia Pacific Journal of Marketing and
Logistics, Vol. ahead-of-print ahead-of-print, doi: 10.1108/apjml-12-2022-1029.
Malhotra, G. and Srivastava, H. (2023), “Green purchase intention in omnichannel retailing: role of
environmental knowledge and price sensitivity”, Journal of Strategic Marketing, pp. 1-24, doi:
10.1080/0965254x.2023.2241464.
Martin-Woodhead, A. (2022), “Limited, considered and sustainable consumption: the (non)
consumption practices of UK minimalists”, Journal of Consumer Culture, Vol. 22 No. 4,
pp. 1012-1031, doi: 10.1177/14695405211039608.

and G
omez L
opez, R. (2018), “Customer responses to
Mart
ınez Garc
ıa de Leaniz, P., Herrero Crespo, A.
environmentally certified hotels: the moderating effect of environmental consciousness on the
formation of behavioral intentions”, Journal of Sustainable Tourism, Vol. 26 No. 7,
pp. 1160-1177, doi: 10.1080/09669582.2017.1349775.
McWilliams, J. (2020), “Shared economy: WeWork, Uber, Airbnb and lyft”, available at: https://www.
bccresearch.com/market-research/finance/shared-economy-wework-uber-airbandb-lyft-market.
html (accessed 21 October 2023).
Metic, J. and Pigosso, D.C.A. (2022), “Research avenues for uncovering the rebound effects of the
circular economy: a systematic literature review”, Journal of Cleaner Production, Vol. 368,
133133, doi: 10.1016/j.jclepro.2022.133133.
Mishal, A., Dubey, R., Gupta, O.K. and Luo, Z. (2017), “Dynamics of environmental consciousness and
green purchase behaviour: an empirical study”, International Journal of Climate Change
Strategies and Management, Vol. 9 No. 5, pp. 682-706, doi: 10.1108/ijccsm-11-2016-0168.
Mishra, A., Dutta, P., Jayasankar, S., Jain, P. and Mathiyazhagan, K. (2023), “A review of reverse
logistics and closed-loop supply chains in the perspective of circular economy”,
Benchmarking: An International Journal, Vol. 30 No. 3, pp. 975-1020, doi: 10.1108/bij-11-
2021-0669.
Naeem, M. and Ozuem, W. (2022), “Understanding misinformation and rumors that generated panic
buying as a social practice during COVID-19 pandemic: evidence from Twitter, YouTube and
focus group interviews”, Information Technology and People, Vol. 35 No. 7, pp. 2140-2166, doi:
10.1108/itp-01-2021-0061.
Onel, N. and Mukherjee, A. (2017), “Why do consumers recycle? A holistic perspective encompassing Intention to
moral considerations, affective responses, and self-interest motives”, Psychology and Marketing,
Vol. 34 No. 10, pp. 956-971, doi: 10.1002/mar.21035. purchase
Pangarkar, A., Shukla, P. and Taylor, C.R. (2021), “Minimalism in consumption: a typology and brand
renting
engagement strategies”, Journal of Business Research, Vol. 127, pp. 167-178, doi: 10.1016/j. products
jbusres.2021.01.033.
Park, H. and Armstrong, C.M.J. (2019), “Is money the biggest driver? Uncovering motives for engaging
in online collaborative consumption retail models for apparel”, Journal of Retailing and
Consumer Services, Vol. 51, pp. 42-50.
Podsakoff, P.M., MacKenzie, S.B., Lee, J.Y. and Podsakoff, N.P. (2003), “Common method biases in
behavioral research: a critical review of the literature and recommended remedies”, Journal of
Applied Psychology, Vol. 88 No. 5, pp. 879-903, doi: 10.1037/0021-9010.88.5.879.
Preacher, K.J. and Hayes, A.F. (2008), “Contemporary approaches to assessing mediation in
communication research”, in Hayes, A.F., Slater, M.D. and Synder, L.B. (Eds), The Sage
Sourcebook of Advanced Data Analysis Methods for Communication Research, SAGE,
pp. 13-54.
Racela, O.C. (2015), “Viable strategy configurations and new product development capability and
performance: evidence from Thailand”, Asia Pacific Journal of Marketing and Logistics, Vol. 27
No. 2, pp. 249-266, doi: 10.1108/apjml-05-2014-0069.
Rambabu, L., Akram, U. and Akram, Z. (2023), “Exploring the sustainable consumption behavior in
emerging countries: the role of pro-environmental self-identity, attitude, and environmental
protection emotion”, Business Strategy and the Environment, Vol. 32 No. 8, pp. 5174-5186, doi:
10.1002/bse.3411.
Rao, T. (2020), “India is well poised to lead the curve on shared economy!”, 9 April, 2020, available at:
https://www.tpci.in/indiabusinesstrade/blogs/india-is-well-poised-to-lead-the-curve-on-shared-
economy/ (accessed 22 December 2023).
Riva, F., Magrizos, S., Rubel, M.R.B. and Rizomyliotis, I. (2022), “Green consumerism, green perceived
value, and restaurant revisit intention: millennials’ sustainable consumption with moderating
effect of green perceived quality”, Business Strategy and the Environment, Vol. 31 No. 7,
pp. 2807-2819, doi: 10.1002/bse.3048.
Sands, S., Ferraro, C., Campbell, C., Kietzmann, J. and Andonopoulos, V.V. (2020), “Who shares?
Profiling consumers in the sharing economy”, Australasian Marketing Journal, Vol. 28 No. 3,
pp. 22-33, doi: 10.1016/j.ausmj.2020.06.005.
Sandes, F.S., Leandro, J., Boaventura, P. and da Silva Junior, A.F. (2019), “I do not own a car any more:
an analysis of possessions’ disposal and changes in consumers’ identities”, International Journal
of Consumer Studies, Vol. 43 No. 5, pp. 446-456, doi: 10.1111/ijcs.12524.
Sehgal, N., Jham, V. and Malhotra, G. (2023), “Does green brand anthropomorphism influence
repurchase intention? Understanding the impact of brand warmth, psychological ownership,
and self-brand congruity”, Journal of Retailing and Consumer Services, Vol. 75, 103546, doi: 10.
1016/j.jretconser.2023.103546.
Sergeevna, S.E. and Ivanovich, L.M. (2020), “Socio-professional self-determination of high schools as a
pedagogical phenomenon”, Systematic Reviews in Pharmacy, Vol. 11, pp. 1354-1357.
Shafqat, T., Ishaq, M.I. and Ahmed, A. (2023), “Fashion consumption using minimalism: exploring the
relationship of consumer well-being and social connectedness”, Journal of Retailing and
Consumer Services, Vol. 71, 103215, doi: 10.1016/j.jretconser.2022.103215.
Silva, M.E., Sousa-Filho, J. M.d., Yamim, A.P. and Di
ogenes, A.P. (2019), “Exploring nuances of green
skepticism in different economies”, Marketing Intelligence and Planning, Vol. 38 No. 4,
pp. 449-463, doi: 10.1108/mip-10-2018-0435.
Silva, S.C., Santos, A., Duarte, P. and Vlaci
c, B. (2021), “The role of social embarrassment,
sustainability, familiarity and perception of hygiene in second-hand clothing purchase
BIJ experience”, International Journal of Retail and Distribution Management, Vol. 49 No. 6,
pp. 717-734, doi: 10.1108/ijrdm-09-2020-0356.
Singh, P. and Agrawal, G. (2022), “Modelling the barriers of weather index insurance service adoption
integrating expert mining and ISM fuzzy-micmac”, Benchmarking: An International Journal,
Vol. 29 No. 8, pp. 2527-2554, doi: 10.1108/bij-04-2021-0183.
Sinha, P., Sharma, M. and Agrawal, R. (2022), “A systematic review and future research agenda for
sustainable fashion in the apparel industry”, Benchmarking: An International Journal, Vol. 30
No. 9, pp. 3482-3507, doi: 10.1108/bij-02-2022-0142.
Skarmeas, D. and Leonidou, C.N. (2013), “When consumers doubt, watch out! The role of CSR skepticism”,
Journal of Business Research, Vol. 66 No. 10, pp. 1831-1838, doi: 10.1016/j.jbusres.2013.02.004.
Smith-Ditizio, A. and Smith, A.D. (2023), “Olympic games, media coverage and brand image/
performance from fan and gender perspectives”, Benchmarking: An International Journal,
Vol. 30 No. 2, pp. 503-531, doi: 10.1108/bij-02-2022-0117.
Steffen, A. (2017), Second-Hand Consumption as a Lifestyle Choice in International Conference on
Consumer Research (ICCR), Dong-Eui University, pp. 189-207.
Times of India (2023), “E-bikes gain traction for last mile link, but misuse hits operations”, 11 July,
2023, available at: https://timesofindia.indiatimes.com/city/mumbai/mumbai-e-bikes-gain-
traction-for-last-mile-link-but-misuse-hits-operations/articleshow/100907474.cms (accessed 19
December 2023).
Wang, X., Lin, X. and Abdullat, A. (2021), “Sharing economy: a review of the literature and a
framework for future research”, VINE Journal of Information and Knowledge Management
Systems, Vol. 51 No. 3, pp. 418-437, doi: 10.1108/vjikms-11-2019-0182.
Wilson, A.V. and Bellezza, S. (2022), “Consumer minimalism”, Journal of Consumer Research, Vol. 48
No. 5, pp. 796-816, doi: 10.1093/jcr/ucab038.
Yong, J.Y., Yusliza, M.Y., Ramayah, T., Farooq, K. and Tanveer, M.I. (2022), “Accentuating the
interconnection between green intellectual capital, green human resource management and
sustainability”, Benchmarking: An International Journal, Vol. 30 No. 8, pp. 2783-2808, doi: 10.
1108/bij-11-2021-0641.
Zelezny, L.C. and Schultz, P.W. (2000), “Psychology of promoting environmentalism: promoting
environmentalism”, Journal of Social Issues, Vol. 56 No. 3, pp. 365-371, doi: 10.1111/0022-4537.00172.
Zhang, A., Tay, H.L., Alvi, M.F., Wang, J.X. and Gong, Y. (2023), “Carbon neutrality drivers and
implications for firm performance and supply chain management”, Business Strategy and the
Environment, Vol. 32 No. 4, pp. 1966-1980, doi: 10.1002/bse.3230.

Corresponding author
Gunjan Malhotra can be contacted at: mailforgunjan@gmail.com

For instructions on how to order reprints of this article, please visit our website:
www.emeraldgrouppublishing.com/licensing/reprints.htm
Or contact us for further details: permissions@emeraldinsight.com