While more and more consumers are aware of the need to contribute to the reduction of pollution and waste, many are abandoning circular consumption. The difficult situation is in the clothing industry, which is one of the most polluting industries, especially in the UK. In order to encourage consumers to join circular consumption, the importance of consumer perceived value in purchasing and renting second-hand clothes online is highlighted. The project states that the high consumer vale perception of buying and renting second-hand clothes online is a prerequisite for activating circular consumption intentions. The main determinants of the consumer perceived value of buying and renting second-hand clothes online are the choice of situational and individual factors, such as ethical intensity of consumers, innovation and emotional intelligence, which reveal the ethical intention of consumers in the context of circular consumption. The aim of this project is to justify the phenomenon of consumer perceived value in the context of circular consumption, revealing its links with the ethical intensity, innovation, emotional intelligence and purchase intentions of consumers in the case of the purchase and rental of second-hand clothes online.
Projects funded by the Research Council of Lithuania (RCL), Projects carried out by researchers’ teams
This project seeks to theoretically justify the links between constructs of the consumer perceived value of ethical intensity, innovation, emotional intelligence and intentions in the purchase and rental of second-hand clothing online. The project will also offer methodological novelty, as research instruments will be developed in two languages (Lithuanian and English), which will allow to measure the links between the above-mentioned constructs in different cultural contexts: the research instruments will be empirically tested in two countries with residents of Lithuania and the United Kingdom.
Period of project implementation: 2022-04-01 - 2025-03-31
Project coordinator: Kaunas University of Technology