A study conducted by Ting Chi from the Department of Apparel, Merchandising, Design and Textiles at Washington State University has found that people born between the mid-to-late 1990s to 2010s, better known as Gen Z, are more likely to use rented clothes as opposed to buying clothes.The study gave more insight into the buying behaviour of the group as well as exploring the possibility of them consuming rented fashion more regularly. The survey included a total of 362 US-based adults born between 1997 and 2002. It included respondents expressing an interest in the rising rental trend, with the aim of reducing consumer waste.Five influential overlaying factors that would affect shoppers decisions to use rented clothes were examined as a part of the survey. These factors included attitude, subject norms, perceived consumer effectiveness, past environmental behaviour, and fashion leadership. Out of these, the most influential factor proved to be the perceived contribution to environmental protection. Notably, this points to Gen Zs likelihood to opt for rental services owing to its sustainability and eco-conscious benefits.Ting Chi said in a statement, The idea is growing more popular, especially among Gen Z consumers. They are very interested in sustainable consumerism, care about the environment, and are willing to make changes to help the planet.Even in India, more eco-conscious fashion options like thrifting as well as rental clothing has been creating a buzz. While the Indian market is no stranger to the concept of rentals, especially owing to the demand seen for the more one-time-wear grand outfits featured during festivals and weddings, more and more rentals have been stocking luxury items as well.Looking to rent clothes? Click here for our top rental service picks!Image used for representational purposes only.