Ymchil

Diddordebau ymchwil

• Access-Based Consumption
• Sharing Economy
• Psychological Ownership
• Consumer–Object Relationships
• Accessed Fashion

Traethawd ymchwil

Working title: The role of psychological ownership in access-based-consumption: insights from the fashion industry

Psychological ownership has been used as a vital construct to predict individuals' motives, attitudes, and behaviours in relation to objects whether they lead to positive or negative outcomes. However, previous research on psychological ownership has tended to assume full ownership of objects. Over the last decade, consumers have increasingly engaged in alternative consumption modes such as sharing, renting and swapping goods. Alternative online platforms offer temporary access to goods rather than the traditional ownership. The clothing rental market has a large potential and could be the solution to a more sustainable fashion industry, however, fashion renting is still lacking behind in popularity and general acceptance. This thesis aims to contribute to the theoretical domain of access-based consumption by adopting psychological ownership as a lens to understand the consumer-object relationship. It will be useful because the mechanisms leading to feelings of ownership can be used to improve predictions of motives, antecedents and outcomes in access-based fashion consumption, that is, how psychological ownership might be largely formed through distinct effects in different access contexts. This will be explored by observing the routes travelled to feelings of ownership of Rent the Runway community, as it is a prominent example of access-based consumption in the fashion retail industry.

Ffynhonnell ariannu

Taibah University

Goruchwyliaeth