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Over-consumptionand a throwaway culture contribute to increased textile waste, which is agrowing environmental concern. Collaborative Consumption, which is based on theshared usage of underutilized or unwanted products, encourages people to focuson product usage rather than ownership. Renting and swapping, two forms of CC,have been suggested as alternative sources of revenue for industry while alsoextending the life and use frequency of clothing products. Given the limitedliterature on the cross-cultural comparisons of CC in the apparel industry,this study was designed to empirically identify the motivations and barriersfor fashion renting and swapping and to compare the intention towards CCbetween consumers in the US and in China. A convenience sampling strategy wasemployed for data collection in both the United States and China. Data cleaninggenerated 452 usable samples in the US and 321 usable responses in China.Multi-item scales were used to evaluate thevariables, utilizing a 5-point Likert scale. The results indicated thatsignificant differences exist between American and Chinese consumers in termsof perceived risks and enjoyment of CC as well as attitude toward CC.Furthermore, the study identified that American consumers’ intention to rentclothing or to attend swapping events was significantly influenced by perceivedenjoyment and social risk; while Chinese consumers’ intention to rent clothingwas significantly impacted by social risk, performance risk, and financialrisk. Differently, Chinese consumers’ intention to swap clothing wassignificantly influenced by perceived enjoyment, social risk, performance risk,psychological risk, and financial risk.

Empirical Analysis of Drivers and Obstacles for Collaborative Consumption: A Cross-Cultural Comparison on Fashion Renting and Swapping