Relationship between personality traits and consumer rationality regarding the intention to purchase collaborative fashion

Purpose The study aims to identify the antecedents of consumers' collaborative fashion purchase intention by analysing innovativeness, self-confidence and consumer spending self-control variables as antecedents. Design/methodology/approach A descriptive quantitative research was performed to verify the influence of such variables based on data collected through an online survey and analysed by structural equation modelling (SEM), which resulted in a final sample of 230 valid respondents. Findings The main findings include innovativeness as a strong antecedent of intention to consume collaborative fashion. However, self-confidence and consumer spending self-control are not related to adopting this consumption format, suggesting that collaborative fashion can promote reverse effects by stimulating excessive consumption. Practical implications The results can assist companies of collaborative fashion to enhance their strategies to attract consumers looking for creative reuse of items, for example, by offering repair, revitalisation services and promoting meetings to share tips on how to reuse items creatively. Companies can also improve communication campaigns by focussing on the product itself, rather than price, which seems to be more effective in the context of collaborative fashion consumption. Originality/value The study is amongst the first to analyse the influence of consumers' personality traits towards collaborative fashion consumption and provide the scope with findings on the interrelationship between personality traits and consumer rationality, which can broaden the understanding about the potential rebound effects in this context.