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

Sammanfattning: 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.