Abstract
Sustainability is a widely discussed factor in the industry. The fashion industry is one of the most concerned industries due to its impact on environmental degradation. Although there are many sustainable production patterns, there is a need to understand consumer behavior as the main ally for more sustainable consumption. In the fashion industry, sustainable consumption can be represented by purchasing second-hand clothes. However, many people have a negative attitude towards second-hand clothes. Therefore, this study aims to determine the main barriers to buying second-hand clothes. The research is explanatory and uses a quantitative approach through structural equations, analysing the perceptions of 196 individuals. The main results indicate that the main barriers were prejudice against second-hand clothes and socio-environmental awareness. The intention to buy second-hand clothes was explained by 49.7%. The study concludes that, despite the challenges, there is significant potential to increase sustainable fashion consumption through greater education and promotion of the environmental and exclusivity benefits of wearing second-hand clothes.
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