“Please don't buy!”: Consumers attitude to alternative luxury consumption

Despite the growing popularity of collaborative luxury consumption, still little is known about the determinants that lead consumers to choose alternative forms of ownership. We answer these questions by empirically investigating the underlying factors that drive consumers to acquire and rent vintage and second-hand luxury products, applying a framework based on product-related and experience-related motivations. Our findings reveal how vintage and second-hand are nurtured by anti-consumption tendencies and recreational reasons, while luxury renting is more driven by utilitarian reasons.