| Title | Consumers' motivation to purchase second-hand clothing: a multimethod investigation anchored on belief elicitation and theory of planned behavior |
|---|---|
| ID_Doc | 15455 |
| Authors | Koay, KY; Lim, WM; Khoo, KL; Xavier, JA; Poon, WC |
| Title | Consumers' motivation to purchase second-hand clothing: a multimethod investigation anchored on belief elicitation and theory of planned behavior |
| Year | 2024 |
| Published | Journal Of Product And Brand Management, 33, 5 |
| Abstract | PurposeAmidst escalating sustainability challenges, product and brand managers face a pressing need to foster responsible consumption and marketing strategies. Guided by the theory of planned behavior, this paper aims to explore consumers' motivation to purchase second-hand clothing, a type of product that contributes to Sustainable Development Goal (SDG) 12 on Responsible Consumption and Production by democratizing the brand, extending the life-cycle of the product, promoting a circular economy, while reducing economic costs for consumers and environmental costs for companies.Design/methodology/approachA two-stage study was conducted: 20 consumers were initially interviewed to identify the salient beliefs about second-hand clothing, and following that, a survey was conducted with 449 consumers to statistically analyze consumers' motivation to purchase second-hand clothing. The data were analyzed using partial least squares-structural equation modeling (PLS-SEM) and necessary condition analysis (NCA).FindingsFrom a "should-have" perspective (PLS-SEM), the study reveals that behavioral beliefs, injunctive normative beliefs, descriptive normative beliefs and control beliefs positively shape attitudes, injunctive norms, descriptive norms and perceived behavioral control toward second-hand clothing, whereas attitudes, injunctive norms, moral norms and perceived behavioral control positively influence consumers' purchases of second-hand clothing. From a "must-have" perspective (NCA), the study shows that behavioral beliefs, injunctive normative beliefs and descriptive normative beliefs are necessary conditions to positively shape attitudes, injunctive norms and descriptive norms toward second-hand clothing, whereas attitudes, injunctive norms and perceived behavioral control are necessary conditions to stimulate second-hand clothing purchases.Originality/valueThe study offers a deep dive into consumers' motivation to purchase second-hand clothing using a multimethod approach that enables not only the elicitation of salient beliefs (through interviews) but also the empirical examination of these beliefs alongside varying subjective norms in motivating consumers to purchase second-hand clothing (via survey). Given that beliefs are deeply rooted, the rigorous unfolding and validation of consumers' beliefs about second-hand clothing, including the "should-haves" versus the "must-haves," provide finer-grained insights that product and brand managers can strategically use to encourage consumers to purchase second-hand clothing. |
Similar Articles
| ID | Score | Article |
|---|---|---|
13016
|
Hur, E Rebirth fashion: Secondhand clothing consumption values and perceived risks(2020) | |
| 78181
|
Hasbullah, NN; Sulaiman, Z; Mas'od, A; Sugiran, HSA Drivers of Sustainable Apparel Purchase Intention: An Empirical Study of Malaysian Millennial Consumers(2022)Sustainability, 14, 4 | |
| 67594
|
Lang, CM; Armstrong, CMJ Fashion leadership and intention toward clothing product-service retail models(2018)Journal Of Fashion Marketing And Management, 22, 4 | |
| 26919
|
Yeap, JAL; Ooi, SK; Yapp, EHT; Ramesh, N Preloved is reloved: investigating predispositions of second-hand clothing purchase on C2C platforms(2022) | |
| 67889
|
Chan, TJ; Suki, NM; Ho, PSY; Akhtar, MF Impact of corporate social responsibility practices on consumer purchase intention of apparel products with mediating role of consumer-retailer love(2024)Social Responsibility Journal, 20, 5 | |
| 10396
|
Liu, CL; Bernardoni, JM; Wang, ZJ Examining Generation Z Consumer Online Fashion Resale Participation and Continuance Intention through the Lens of Consumer Perceived Value(2023)Sustainability, 15, 10 | |
| 66235
|
Ilmalhaq, A; Pradana, M; Rubiyanti, N Indonesian local second-hand clothing: mindful consumption with stimulus-organism-response (SOR) model(2024)Discover Sustainability, 5, 1 | |
| 8339
|
Lin, PH; Chen, WH Factors That Influence Consumers' Sustainable Apparel Purchase Intention: The Moderating Effect of Generational Cohorts(2022)Sustainability, 14.0, 14 | |
| 65288
|
Jung, HJ; Oh, KW Exploring the Sustainability Concepts Regarding Leather Apparel in China and South Korea(2019)Sustainability, 11.0, 19 | |
| 6383
|
Rodrigues, M; Proenca, JF; Macedo, R Determinants of the Purchase of Secondhand Products: An Approach by the Theory of Planned Behaviour(2023)Sustainability, 15, 14 |