Circular economy and platforms offering second-hand goods online to consumers gain popularity in times of crisis since economic conditions worsen in the market. Moreover, the sustainability agenda for 2050 has increased consumer interest in circular economy (The Guardian, 2020). To maximise sales on second-hand goods platforms, it is important for online sellers to better understand consumer attitudes towards the second-hand goods and how consumers benefit from engaging in such behaviour. Previous research has extensively examined consumer attitudes towards products in the context of sustainability (e.g., Piligrimiene et al., 2020), but studies researching consumers in the online second-hands good market are scarce, especially with regard to renting versus buying second-hand goods as they enter circular economy. To advance our knowledge, this research aims to introduce a theoretical model of consumer attitude formation towards renting and buying second-hand goods on online platforms that enter circular economy. This study proposes a theoretical model and propositions that may be tested empirically in future research about renting versus buying online second-hand goods in circular economy
