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.