Skip to content

The Cinderella moment: Exploring consumers’ motivations to engage with renting as collaborative luxury consumption mode

Research output: Contribution to journalArticle (Academic Journal)

Original languageEnglish
Number of pages41
JournalPsychology and Marketing
Early online date9 Mar 2020
DateAccepted/In press - 21 Feb 2020
DateE-pub ahead of print (current) - 9 Mar 2020


Past literature argued that the purchase of luxury goods is driven by people’s motivation to conform or fit into our economic and social system. In this study, the authors focus on a new aspect of consumption, i.e. renting instead of purchasing luxury goods, backed by the emerging opportunities of sharing economy platforms. Drawing upon the analysis of spontaneous consumers’ online communications (in the form of tweets), this research aims to investigate the motivations to engage with luxury garment renting within a collaborative consumption context. To this end, a series of automatic content analyses, via two studies, were conducted using the tweets posted with respect to the Run the Runway collaborative consumption platform. Results demonstrate consumers’ increased willingness to show their social status through renting rather than owning luxurious apparel based on five main motivators (need to wear new clothes for a special event, inspirations created by the products/brands, possibility to explore a new way of consuming luxury goods, need to make more sustainable choices, and to increase the life cycle of each luxury product). The implications of these findings are discussed, while they pave the way for future research in collaborative consumption of luxury retailing.

    Research areas

  • Luxury retailing, sharing economy, consumer behavior, collaborative consumption, status consumption, Twitter, textual data

    Structured keywords

  • MGMT Marketing and Consumption



  • Full-text PDF (author’s accepted manuscript)

    Rights statement: This is the author accepted manuscript (AAM). The final published version (version of record) is available online via Wiley at Please refer to any applicable terms of use of the publisher.

    Accepted author manuscript, 688 KB, PDF document

    Embargo ends: 9/03/22

    Request copy


View research connections

Related faculties, schools or groups