Abstract
Blockchain technology is revolutionising the fashion industry, offering new business innovations and value propositions for consumers. Known for its decentralised digital ledger system, blockchain enables real-time tracking and secure information exchange through immutable records. This transparency and accountability can reshape consumer engagement, particularly in the fashion rental market. Recent research has explored blockchain’s potential in enhancing supply chain transparency, product provenance, and transaction security in fashion rental operations. However, its impact on consumer experiences remains underexplored. This study investigates consumers' perceived value and willingness to use blockchain-enabled fashion rental services, using the Theory of Planned Behaviour (TPB) framework. This study provides the first empirical evidence of the potential use of blockchain technology in fashion rental businesses from a consumer viewpoint, contributing to a deeper understanding of blockchain's practicality and usability within the fashion industry and the specific context of fashion rental. It aims to fill in the gap in existing research and guides the creation of consumer-centric innovations in technology adoption strategies.