Short answer
Designers and marketers should prioritize creating emotionally resonant and demonstrably sustainable rental offerings, as these are the most potent drivers of consumer adoption.
- Field
- Innovation & Markets
- Source
- Circular Economy and Sustainability (2025)
- Method
- Quantitative research using structural equation modeling
- Evidence
- Strong effect
Consumers are more likely to rent clothes when they perceive emotional benefits and recognize the sustainability advantages, with emotional value directly influencing their intention to rent. This innovation & markets research insight is drawn from a 2025 study published in Circular Economy and Sustainability. Using Quantitative research using structural equation modeling, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Designers and marketers should prioritize creating emotionally resonant and demonstrably sustainable rental offerings, as these are the most potent drivers of consumer adoption.
Emotional and Sustainable Values Drive Clothing Rental Intentions
Consumers are more likely to rent clothes when they perceive emotional benefits and recognize the sustainability advantages, with emotional value directly influencing their intention to rent.
Circular Economy and Sustainability · 2025
Key Findings
- 01Attitude is the primary driver of rental intention.
- 02Emotional, sustainable, and functional-economic values positively influence attitude towards clothing rental.
- 03Emotional value directly predicts rental intention.
- 04Social value does not significantly influence rental intention.
Application
Design takeaway
Designers and marketers should prioritize creating emotionally resonant and demonstrably sustainable rental offerings, as these are the most potent drivers of consumer adoption.
How to apply
Develop marketing campaigns that highlight the emotional satisfaction and environmental responsibility associated with clothing rental. Offer personalized styling advice and create engaging online or in-store experiences that foster a sense of connection with the rental service.
Project actions
- 01When researching new product ideas, consider how they can evoke positive emotions in users.
- 02Investigate the sustainability benefits of your design solutions and how to communicate them effectively.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Integrates established theories (Theory of Planned Behavior, Theory of Consumption Values).
- +Provides a validated model for explaining rental intentions.
- +Offers practical managerial implications for the fashion industry.
Limitations
The study's focus on Spain might limit generalizability to other cultural contexts. The minimal impact of social value suggests that peer influence might not be a primary driver for clothing rental in this specific market.
Reliability & validity
The study used structural equation modeling, a robust statistical technique for testing complex relationships between variables, suggesting good internal validity. The use of established theories also contributes to construct validity. Reliability would depend on the quality of the survey instrument and data collection procedures.
Think critically
Given that social value had a minimal impact, how might a clothing rental service still leverage social influence or community building to enhance its appeal and adoption?
Design Principles
"Leverage emotional and sustainable value propositions to foster positive consumer attitudes and drive adoption of circular business models."
Understanding the core motivations behind consumer adoption of rental models is crucial for businesses seeking to innovate within the fashion industry. By tapping into emotional connections and highlighting eco-friendly aspects, companies can develop more effective strategies to encourage participation in circular economy initiatives.
What This Means for Your Design
People are more likely to rent clothes if they feel good about it emotionally and think it's good for the environment. How much they like renting (their attitude) is the biggest reason they decide to do it, and feeling good emotionally can directly make them want to rent, even before they think about their attitude.
How to use in your project
- 1.Use this research to justify focusing on emotional design elements or sustainability features in your design project, explaining how these factors are known to influence user adoption.
Add to My Project
Quick Cite
Paragraph starter
Research indicates that consumer adoption of innovative rental models, such as clothing rental, is significantly influenced by emotional and sustainable values. Specifically, a positive attitude towards rental, driven by emotional appeal and perceived environmental benefits, is the primary predictor of rental intention. Furthermore, emotional value acts as a direct antecedent to behavioral intention, highlighting the importance of designing services that foster positive emotional connections with users.
Source
Circular Economy and Sustainability
Are you Willing to Rent Clothes? Associated Consumption Values from the Consumer’s Point of View
journal · 2025
View sourceQuestions About This Research
- What does the research say about emotional and sustainable values drive clothing rental intentions?
- Designers and marketers should prioritize creating emotionally resonant and demonstrably sustainable rental offerings, as these are the most potent drivers of consumer adoption. Evidence: Circular Economy and Sustainability (2025).
- Why does "Emotional and Sustainable Values Drive Clothing Rental Intentions" matter for design?
- Understanding the core motivations behind consumer adoption of rental models is crucial for businesses seeking to innovate within the fashion industry. By tapping into emotional connections and highlighting eco-friendly aspects, companies can develop more effective strategies to encourage participation in circular economy initiatives.
- How can designers apply this research?
- Designers and marketers should prioritize creating emotionally resonant and demonstrably sustainable rental offerings, as these are the most potent drivers of consumer adoption.
- What were the main findings?
- Attitude is the primary driver of rental intention.. Emotional, sustainable, and functional-economic values positively influence attitude towards clothing rental.. Emotional value directly predicts rental intention.. Social value does not significantly influence rental intention.
- What research method was used?
- Quantitative research using structural equation modeling.
- How strong is the evidence?
- Evidence strength is rated Strong effect, based on a 2025 journal from Circular Economy and Sustainability.
- What should I do differently in my next project?
- Develop marketing campaigns that highlight the emotional satisfaction and environmental responsibility associated with clothing rental. Offer personalized styling advice and create engaging online or in-store experiences that foster a sense of connection with the rental service.
- What are the limitations?
- The study was conducted in Spain, and findings may vary in markets with more established rental cultures. The influence of social value was found to be minimal, suggesting potential for further exploration in different cultural contexts.