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An integrated model of consumers' intention to buy second-hand clothing

Kian Yeik Koay (Department of Marketing Strategy and Innovation, Sunway University,Subang Jaya, Malaysia)
Chee Wei Cheah (Business School, Shenzhen Technology University, Shenzhen, China)
Hui Shan Lom (Department of Marketing Strategy and Innovation, Sunway University,Subang Jaya, Malaysia)

International Journal of Retail & Distribution Management

ISSN: 0959-0552

Article publication date: 31 May 2022

Issue publication date: 5 October 2022

5358

Abstract

Purpose

The 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/approach

Data (n = 290) are collected from consumers in Malaysia and analysed by partial least squares structural equation modelling (PLS-SEM).

Findings

Results 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/value

The 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.

Keywords

Acknowledgements

This research is part of the Sustainable Business Research Cluster Grant (project code: STR-RCGS-SUSBIZ[S]-003-2021) and the Sunway University Internal Grant Scheme 2022 (project code: GRTIN-IGS-DMKTG[S]-27-2022).

Citation

Koay, K.Y., Cheah, C.W. and Lom, H.S. (2022), "An integrated model of consumers' intention to buy second-hand clothing", International Journal of Retail & Distribution Management, Vol. 50 No. 11, pp. 1358-1377. https://doi.org/10.1108/IJRDM-10-2021-0470

Publisher

:

Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

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