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The Path of Least Resistance - How established fashion and furniture retailers can implement renting into their business model and overcome consumer resistance

Kongehl, Maura Leonie LU and Sander, Belinda LU (2021) BUSN39 20211
Department of Business Administration
Abstract
The present research quantitatively examines consumer resistance towards the innovative business model of fashion and furniture renting in regard to environmental consciousness and trend orientation, while also taking into account perceived financial, breakage and hygienic risks. Moreover, the business model frame allows to give guidelines on how retailers can successfully implement a sustainable renting format into their business model considering customer resistance. The findings implicate that retailers need to communicate the value of renting clearly to environmentally conscious consumers due to their lower resistance. Moreover, retailers should consider the evaluated perceived risks and take measures to lower them.
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author
Kongehl, Maura Leonie LU and Sander, Belinda LU
supervisor
organization
course
BUSN39 20211
year
type
H1 - Master's Degree (One Year)
subject
keywords
sustainability, circular business models, business model innovation, access-based consumption, fashion & furniture renting, consumer resistance, perceived risks
language
English
id
9050919
date added to LUP
2021-06-29 14:22:59
date last changed
2021-06-29 14:22:59
@misc{9050919,
  abstract     = {{The present research quantitatively examines consumer resistance towards the innovative business model of fashion and furniture renting in regard to environmental consciousness and trend orientation, while also taking into account perceived financial, breakage and hygienic risks. Moreover, the business model frame allows to give guidelines on how retailers can successfully implement a sustainable renting format into their business model considering customer resistance. The findings implicate that retailers need to communicate the value of renting clearly to environmentally conscious consumers due to their lower resistance. Moreover, retailers should consider the evaluated perceived risks and take measures to lower them.}},
  author       = {{Kongehl, Maura Leonie and Sander, Belinda}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{The Path of Least Resistance - How established fashion and furniture retailers can implement renting into their business model and overcome consumer resistance}},
  year         = {{2021}},
}