A STUDY ON BEHAVIORAL SHIFT TOWARDS INTEGRATED HYBRID FASHION ECOSYSTEM – BENGALURU URBAN

Authors:

Ayush S Jain, Dr. Saurabh Srivastava

ABSTRACT

The fashion industry is undergoing a fundamental transformation toward circular economy

principles, driven by growing sustainability awareness, digital platform adoption, and shifting consumer values. Integrated hybrid fashion ecosystem platforms that unify new product retail,

clothing rental, and resale services within a single interface represent an emerging and innovative model within this transformation. Despite rapid growth in individual rental and resale markets, fully integrated hybrid fashion platforms remain scarce, particularly in emerging economies such as India. This study examines consumer awareness, trust, and adoption intention toward

integrated hybrid fashion platforms in the Bangalore urban market. Primary data was collected from 271 respondents using a structured online questionnaire administered through Google Forms, employing a five-point Likert scale. Consumer perceptions were measured across three key constructs: hybrid platform awareness and acceptance, trust and adoption factors, and

adoption intention and platform preference. Statistical techniques including independent samples T-tests, one-way ANOVA, Pearson correlation analysis, and linear regression were applied to test three research hypotheses. Findings indicate that consumers generally demonstrate positive

attitudes toward hybrid fashion platforms, with age significantly influencing adoption willingness. Trust-related factors particularly hygiene standards, brand reputation, and

authenticity verification emerged as important determinants of consumer confidence in rental and resale services. Convenience was recognised as a baseline expectation rather than a primary

adoption driver. The study contributes empirical insights to circular fashion literature and provides actionable managerial implications for brands planning to launch hybrid fashion platforms in emerging urban markets.

Keywords: Hybrid Fashion Ecosystem, Circular Fashion, Consumer Adoption, Fashion Rental, Sustainable Consumption