Proceedings

Collaborative Consumption: A cross-cultural comparison between American and Chinese consumers on clothing renting and swapping

---

Abstract

Given the limited literature on the cross-cultural comparisons of CC in the textile and apparel industry, this study was designed to empirically identify the motivations and barriers for CC and to compare the intention towards CC through renting and swapping between consumers in the US and in China. A convenience sampling strategy was employed with an online survey for data collection in both the United States and China. The results of multiple t-tests illustrate significant differences between the two samples in consumers’ intentions, utilitarian shopping value, perceived enjoyment, attitude, as well as perceived social risk, performance risk and psychological risk. In addition, a stepwise regression analysis was conducted to test the influences of independent variables on the intention to rent and swap. The statistical results indicated different factors influencing consumers’ intention to rent or swap clothing between the two samples. 

Keywords: renting, swapping, cross-cultural comparison, Collaborative consumption

How to Cite:

Lang, C., (2020) “Collaborative Consumption: A cross-cultural comparison between American and Chinese consumers on clothing renting and swapping”, Sustainability in Fashion 1(1). doi: https://doi.org/10.31274/susfashion.11481