Abstract

Purpose To identify the risks associated by consumers with renting clothes. Design/methodology/approach A descriptive research with a quantitative approach was carried out. First, the measurement models of the variables involved in the proposed model were validated. After verifying the existence of the variables, the resulting model was finally estimated through structural equation modelling. Findings The results obtained establish the six dimensions that make up the problems associated by consumers with the clothing rental business model. These problems encompass various types of risks: financial, physical, performance, psychosocial, inconsistency with values and lifestyle, as well as lack of trust in the service provider. The results obtained show that only inconsistency, financial risk and physical risk have a significant effect on attitude. These performance risks, together with the consumer's attitude towards renting, have a negative effect on the intention to rent. Originality/value Factors that have a negative effect on attitude have been studied less than the facilitators of attitude. This is the first study in Spain. Practical implications The results will help managers to understand the adoption behaviours of these models. Social implications This study helps understand the social innovation needed to change consumers' relationship to clothing.