An integrated model of consumers' intention to buy second-hand clothing

Abstract

PurposeThe demand for second-hand clothing has risen rapidly in the past few years. Yet, the understanding of the motivations of consumers buying second-hand clothing is very limited. The purpose of this study is to propose and empirically test an integrated model of the theory of planned behaviour and the theory of consumption values to explain consumers' intention to buy second-hand clothing.Design/methodology/approachData (n = 290) are collected from consumers in Malaysia and analysed by partial least squares structural equation modelling (PLS-SEM).FindingsResults of this study show that attitudes towards second-hand clothing, injunctive norms, descriptive norms, moral norms, and perceived behavioural control have a significant positive influence on consumers' intention to buy second-hand clothing. Furthermore, emotional value and environmental value are found to have a significant positive influence on attitudes. However, no support is found for the positive influence of social value and epistemic value on attitudes.Originality/valueThe study confirms that the integrated model is useful in explaining consumers' intention to buy second-hand clothing. Furthermore, this study also provides some valuable suggestions to practitioners.

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“…Perceived behavioural control refers to the extent to which an individual perceives he or she can successfully execute the target behaviour. The TPB has been extensively used to comprehend and predict diverse behaviours, including green purchase behaviour (Munerah et al, 2021), digital piracy (Koay et al, 2020(Koay et al, , 2022b, second-hand clothing purchases (Koay et al, 2022a) and ethical consumption (Djafarova and Foots, 2022).…”

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“…Considering the studies on second-hand products in recent years, it is seen that they mostly try to determine the factors that increase or block consumer participation in the second-hand product market (Hazée et al, 2020;Kurtuluş et al, 2021;Silva et al, 2021;Charnley et al, 2022;Hinojo et al, 2022;Wang et al, 2022) and to reveal positive or negative consumer attitudes towards them (Hur, 2020;Özdoğan and Özkul, 2021;Telli et al, 2021;Amaral and Spers, 2022;Koay et al, 2022). However, few of them have associated the second-hand product shopping process with risk perception.…”

“…Son yıllarda ikinci el ürünler ile ilgili yapılan araştırmalar ele alındığında, çalışmaların daha çok ikinci el ürün alışverişlerine yönelik tüketici katılımını arttıran ya da engelleyen faktörleri belirlemeye (Hazée et al, 2020;Kurtuluş et al, 2021;Silva et al, 2021;Charnley et al, 2022;Hinojo et al, 2022;Wang et al, 2022) ve ikinci el ürünlere yönelik olumlu ya da olumsuz tüketici tutumlarını ortaya çıkarmaya (Hur, 2020;Özdoğan ve Özkul, 2021;Telli et al, 2021;Amaral ve Spers, 2022;Koay et al, 2022) çalıştığı görülmektedir.…”

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“…Manfaat epistemik berkaitan dengan keterlibatan pelanggan dalam pemikiran yang mendalam (Lavoie & Main, 2022). Dalam penelitian sebelumnya, manfaat epistemik digunakan untuk menjelaskan motivasi individu dalam proses pengambilan keputusan belanja online (Koay, Cheah, & Lom, 2022). Temuan dari penelitian sebelumnya menunjukkan bahwa ketika pelanggan berada dalam situasi yang kompleks atau tidak pasti (So, Kim, & Min, 2022), menurut (Chakraborty & Dash, 2022) manfaat epistemik mengarahkan mereka untuk mencari informasi lebih lanjut.…”