| Creators: |
Robertson, Vanessa and Truong, Linh and Botzenhardt, Tim and Pätzmann, Jens U. |
| Title: |
Consumer Attitudes Towards Clothing Rentals in Vietnam and Germany: Insights for Sustainable Fashion Start-Ups |
| Item Type: |
Book Section |
| Projects: |
IFE |
| Page Range: |
pp. 99-125 |
| Date: |
2026 |
| Divisions: |
Wirtschaftswissenschaften |
| Abstract (ENG): |
Renting instead of purchasing clothes has been proposed as a sufficiency-enabling business model in line with circular economy principles. It can reduce overall consumption and, thus, lessen the fashion industry’s significant environmental impact. While this concept is established in Vietnam, it represents a novel approach to sustainability-oriented business models in Germany. Customers play an altered role in this context compared to fashion retail models. Consequently, this study investigated consumer attitudes towards clothing-rental services in Vietnam and Germany, employing qualitative content analysis of in-depth interviews with 25 participants from each country and public discourse in online magazines. Driven by sustainability and price considerations, consumers in both countries display openness towards the model, particularly for festive occasions. However, concerns about hygiene, quality, and convenience persist. The findings were matched with a circular business model canvas and can aid start-ups in tailoring their offerings to the demanding consumer expectations. This study contributes to the literature on reverse innovation as well as sufficiency-enabling and circular business models from a consumer attitude perspective. |
| Forthcoming: |
No |
| Language: |
English |
| Uncontrolled Keywords: |
Start-up ; Entrepreneurship ; Sustainable fashion ; Circular business model
Consumer attitude ; Circular economy ; Product-as-a-service systems ;
Sufficiency ; Reverse innovation |
| Link eMedia: |
Download |
| Citation: |
Robertson, Vanessa and Truong, Linh and Botzenhardt, Tim and Pätzmann, Jens U.
(2026)
Consumer Attitudes Towards Clothing Rentals in Vietnam and Germany: Insights for Sustainable Fashion Start-Ups.
In:
Sustainable Entrepreneurship / Schallmo, Daniel R.A. et al. (Eds.).
Cham: Springer, pp. 99-125.
(Contributions to Management Science).
ISBN 9783032175601
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