Consumer Behavior

Exploring Non-ownership Apparel Consumption through Online Fashion Product Rental Services: An Application of Institutional Theory

Authors: Sasikarn C. Cook (University of North Carolina at Greensboro) , Nancy N Hodges (University of North Carolina at Greensboro)

Abstract

The purpose of this study was to examine consumers’ use of online fashion product rental services as communicated through social media and interpreted through the framework of Institutional Theory.

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How to Cite: Cook, S. C. & Hodges, N. N. (2015) “Exploring Non-ownership Apparel Consumption through Online Fashion Product Rental Services: An Application of Institutional Theory”, International Textile and Apparel Association Annual Conference Proceedings. 72(1).