Abstract
Collaborative consumption proposes fruitful avenues to achieve profitability and ensure environmental sustainability, becoming a paramount global concern. In the current study, the purpose is to investigate and pick up the constructs of mindful consumption, ego-involvement, and social norms and determine the primary motivations for Chinese consumers to act sustainably. To investigate the moderating role of platform trust and the mediating role of impulsive buying tendency among the relationships of mindful consumption, ego-involvement, and social norms regarding buying second-hand clothing consumption intentions. PLS-SEM statistical approach has been used to investigate the model relationships by incorporating a two-step approach through the SmartPLS3 statistical package. Online survey methodology was adopted to collect data from Chinese buyers of second-hand clothing of Xian Yu and Zhuan Zhuan online platforms. The study has proved the significant impact of mindful consumption, ego-involvement, and social norms on buying intentions of second-hand clothing. Furthermore, the study also supported the moderating role of platform trust and mediating role of impulsive buying tendency. Although the moderating and mediating impact remain insignificant on mindful consumption, as perceived. Theoretical and practical implications are given in accordance with the study.
Highlights
Humanity is undergoing more nuanced threats due to the rising number of environmental hazards and disasters
Shared clothing with close relatives as a gift to underline the importance of the gift-giver-receiver relationship. Because of this cultural significance of Second-Hand Clothing (SHC), our work aims to investigate whether ego-involvement, mindful consumption, and social norms are the critical influencers of SHC buying intentions
The study showed that people with mindful behavior will remain unaffected by the platform trust and impulsive buying tendency and will display healthy behavioral choices of mindful consumption aligned with the Milne et al (2020) theoretical perspective
Summary
Humanity is undergoing more nuanced threats due to the rising number of environmental hazards and disasters. The change in humans is changing the environment. Humans are polluting this planet at a high pace that 1 day when the last tree will cut down, we will realize what we did with ourselves. As technology is progressing day by day, we are polluting our planet at the same speed, and in the name of our needs, we are depleting our resources (Wamsler & Brink, 2018). Since established environmental response approaches are unable to resolve them, new measures, and social mores are needed to stimulate a profound change toward sustainability (Yang & Ha-Brookshire, 2019). It would be easier to reach sustainability by mechanisms that are less reliant on the consumption of new products, apparel (Jung et al, 2020)
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