The purpose of this study is to identify how perceived risks impact attitude and perceived enjoyment and further behavioral intention toward clothing rental. A convenience sampling strategy was utilized with an online survey. A consumer panel of the target population was purchased from an online research company. Data cleaning generated 452 usable samples out of 607 returned responses. Scales were developed to measure the variables. All items were measured utilizing a 5-point Likert scale 1= strongly disagree to 5= strongly agree. Structural equation modeling was applied to examine the direct and indirect relationships between perceived risks and clothing renting intentions. Evidence from the study indicates that consumer intentions to rent clothing is encouraged by their attitudes and perceived enjoyment; but impeded by the perceived financial, performance, and psychological risks. Further, the results highlight the mediating role perceived enjoyment has on the negative relationship between perceived risks and clothing renting intentions
