Abstract
Second-hand clothing (SHC) benefits society by reducing the wastage of natural resources. Research in the purchase of second-hand clothing is a debated topic. It is not yet clear whether caring for self, community, and nature drives the purchase of second-hand clothing. This study unpacks the intervening factors that drive second-hand clothing purchases underpinning attitude-intention and self-determination theories. The primary purpose is to examine the direct relationship between a) mindful consumption, b) ego-involvement, c) social norms on second-hand clothing purchase intention of young consumers. The mediation of ego-involvement and social norm is examined on the above relationship. A total of 314 usable questionnaires following the convenience and purposive snowball sampling techniques were gathered from China. The structural equation model (SEM) two-step approach analyzed the data. SmartPLS3 statistical package used to run the measurement and structural model analyses. IPMA analysis confirms mindful consumption as an important factor; hence ego-involvement drives the performance of the stated relationship. Ego-involvement mediates the relationship between mindful consumption and second-hand clothing purchase. This study bridges the unanswered questions and highlights the importance of mindful consumption, an essential driver of consumer behavior. Managers are encouraged to promote mindful consumption values in marketing communication to drive sustainability.
Highlights
Disposing second-hand clothes (SHC) is a massive waste of resources that harms the environment, creates landfill problems, and contributes to deforestation
We propose that: Hypothesis 6b (H6b): Social norms will positively mediate the relationship between ego-involvement and buying intention of second-hand clothing
This research provides a novel explanation that ego involvement seems to mediate the relationship between mindfulness and purchase intention of SHC
Summary
Disposing second-hand clothes (SHC) is a massive waste of resources that harms the environment, creates landfill problems, and contributes to deforestation. Western consumers find mindfulness thrilling as it compounds caring for self, community, and natural environment, coupled with economic benefits (Weil, 1999). Environmental concern, and subjective norms are the influential factors influencing the purchase intentions of SHC (Roux & Guiot, 2008). The financial benefit caters to one’s self-interest, whereas environmental concern is motivated to sustain the community and nature (Liu & Valente, 2018). Researchers have yet to understand how the intrinsic motivational factors that influence consumers towards caring for self, environmental concern, or uniqueness influence the purchase of SHC (Luo et al, 2020)
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