Psychological ownership rather than material consumption: Can fashion firms' new subscription services become an environmentally sustainable business strategy?
研究了时尚订阅服务用户是否更倾向于环保行为，并发现心理所有权是促进服务采纳的关键因素，为时尚产业可持续转型提供实证支持。
Abstract Fashion, acknowledged as among the most polluting industries, is responsible for excessive production and consumption, necessitating a reevaluation and transformation of current strategies by adopting more sustainable ones. The emergence of fashion subscription services (FSSs) has the potential to mitigate the industry's unsustainability. However, it is empirically unknown whether FSSs contribute to sustainable consumption and, if so, how their slow adoption can be addressed. This research: (a) examined whether consumers who already use FSSs are more engaged in pro‐environmental behaviors (Study 1), and (b) developed and tested an adoption model with a strong underscore on the mediating role of psychological ownership (Study 2). The results revealed that those who subscribe to such services display sustainable consumption behaviors, and psychological ownership acted as a critical mediator facilitating service adoption intentions. This research offers empirical evidence to support the theoretical premise of the service's positive impact on environmental sustainability and a strategic direction to accelerate its market penetration.