Vol. 10 No. 3 (2022): Business & Management Studies: An International Journal

Is it sustainability or fashion? Young educated consumers’ motivations for buying second-hand clothing

Research Assistant, PhD, Afyon Kocatepe University, Afyonkarahisar, Turkey

Published 2022-09-25


  • Theory of Planned Behaviour, Theory of Basic Values, Second-hand Clothing, Young Consumers
  • Planlı Davranış Teorisi, Temel Değerler Teorisi, İkinci El Kıyafet, Genç Tüketiciler

How to Cite

YARAN ÖGEL, İlkin. (2022). Is it sustainability or fashion? Young educated consumers’ motivations for buying second-hand clothing. Business & Management Studies: An International Journal, 10(3), 817–834. https://doi.org/10.15295/bmij.v10i3.2064


Drawing upon the Theory of Planned Behaviour, this study explores young educated consumers’ motivations for buying second-hand clothing, including four additional constructs; novelty-seeking, frugality, being environmentally friendly, and treasure hunting in the original model. The additional constructs are derived from the Theory of Basic Values. Data were gathered from 344 participants through the judgmental sampling technique. In addition, hypothesised associations between the variables were tested with structural equation modelling. The study's findings indicated that attitudes towards second-hand clothing, subjective norms and perceived behavioural control are the predictors of intention to buy second-hand clothing. Additionally, intention to buy second-hand clothing and perceived behavioural control predict second-hand clothing buying behaviour. Moreover, the direct effects of novelty-seeking, frugality, being environmentally friendly, and treasure hunting on the intention to buy second-hand clothing and second-hand clothing buying behaviour are significant and positive. However, when the intention to buy second-hand clothing is included in the model as a mediator, the effect of these variables on second-hand clothing buying behaviour is either partially reduced or finished. So, the study's findings reported the mediating role of intention to buy second-hand clothing in the extended model. Also, this study ensures applicable insights to young consumers and practitioners of the fashion industry.


Download data is not yet available.


  1. Ajzen, I. (1991). The theory of planned behaviour. Organizational Behaviour and Human Decision Processes, 50, 179-211.
  2. Ajzen, I. (2013). Theory of Planned Behaviour Questionnaire, Available Online: https://www.midss.org/sites/default/files/tpb.questionnaire_sample.pdf [Accessed 01 March 2022].
  3. Anderson, J. & Gerbing, D. (1988), Structural equation modelling in practice: A review and recommended two-step approach, Psychological Bulletin, 103(3), 411–423.
  4. Bakhshian, S., Lee, Y. A., & Cao, W. (2019). Psycho‐Demographic Determinants of Young Consumers’ Purchase Intention toward Counterfeit Apparel in a US Counterfeit Capital. Family and Consumer Sciences Research Journal, 47(4), 324-341.
  5. Bardhi, F. (2003). Thrill of the hunt: Thrift shopping for pleasure. ACR North American Advances, 30, 375-376.
  6. Baumgartner, H. & Homburg, C. (1996). Applications of structural equation modelling in marketing and consumer research: A review. International Journal of Research in Marketing, 13(2), 139–161.
  7. Borusiak, B., Szymkowiak, A., Horska, E., Raszka, N., & Żelichowska, E. (2020). Towards building sustainable consumption: A study of second-hand buying intentions. Sustainability, 12(3), 875.
  8. Browne, M. W. & Cudeck, R. (1993). Alternative ways of assessing model fit. In Bollen K. A. and J. S. Long (Eds.), Testing structural equation models, Beverly Hills, CA: Sage, 136–162.
  9. Bukhari, M. A., Carrasco-Gallego, R., & Ponce-Cueto, E. (2018). Developing a national programme for textiles and clothing recovery. Waste Management & Research, 36(4), 321–331.
  10. Burman, R., Chen, Y., & Xu, Y. (2013, January). Exploring College Students’ Shopping Motivation for Second-hand Clothing. In International Textile and Apparel Association Annual Conference Proceedings (Vol. 70, No. 1). Iowa State University Digital Press.
  11. Cervellon, M. C., Carey, L., & Harms, T. (2012). Something old, something used: Determinants of women's purchase of vintage fashion vs second-hand fashion. International Journal of Retail & Distribution Management, 40, 956-974.
  12. Cheng, H. K., Sims, R. R., & Teegen, H. (1997). To purchase or to pirate software: An empirical study. Journal of Management Information Systems, 13(4), 49-60.
  13. Costa-Font, M. & Gil, J. M. (2009), Structural equation modelling of consumer acceptance of genetically modified (GM) food in the Mediterranean Europe: A cross country study, Food Quality and Preference, 20(6), 399–409.
  14. Coşkun, A., & Özbük, R. M. Y. (2020). What influences consumer food waste behaviour in restaurants? An application of the extended theory of planned behaviour. Waste Management, 117, 170-178.
  15. DeLong, M., Heinemann, B., & Reiley, K. (2005). Hooked on vintage!. Fashion Theory, 9(1), 23-42.
  16. Edbring, E. G., Lehner, M., & Mont, O. (2016). Exploring consumer attitudes to alternative models of consumption: motivations and barriers. Journal of Cleaner Production, 123, 5-15.
  17. Ferraro, C., Sands, S., & Brace-Govan, J. (2016). The role of fashionability in second-hand shopping motivations. Journal of Retailing and Consumer Services, 32, 262-268.
  18. Fishbein, M., & Ajzen, I. (2010). Predicting and Changing Behaviour: The reasoned action approach, New York, NY: Psychology Press.
  19. Fornell, C. & Larcker, D.F. (1981). Evaluating Structural Equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(2), 39-50.
  20. Golob, T. F. (2003). Structural equation modelling for travel behaviour research. Transportation Research Part B, 37(1), 1–25.
  21. Guiot, D., & Roux, D. (2010). A second-hand shoppers’ motivation scale: Antecedents, consequences, and implications for retailers. Journal of retailing, 86(4), 355-371.
  22. Hagger, M. S. (2009). Theoretical integration in health psychology: Unifying ideas and complementary explanations. Health Psychology, 14(2), 189-194.
  23. Hair, J. H., Black, W. C., Babin, B. J. & Anderson, R. E. (2013), Multivariate Data Analysis. United States of America: Pearson.
  24. Hawkins, D.I., Coney, K.A. & Best, R.J. (1980). Consumer Behaviour: Implications for Marketing Strategy, Business Publications, Dallas, TX.
  25. Haws, K. L., Winterich, K. P., & Naylor, R. W. (2014). Seeing the world through GREEN‐tinted glasses: Green consumption values and responses to environmentally friendly products. Journal of Consumer Psychology, 24(3), 336-354.
  26. Hur, E. (2020). Rebirth fashion: Second-hand clothing consumption values and perceived risks. Journal of Cleaner Production, 273, 122951.
  27. Jones, G., van Leeuwen, M. H., & Broadberry, S. (2012). The future of economic, business, and social history. Scandinavian Economic History Review, 60(3), 225-253.
  28. Joung, H. M., & Park‐Poaps, H. (2013). Factors motivating and influencing clothing disposal behaviours. International Journal of consumer studies, 37(1), 105-111.
  29. Ionescu, L. (2020). The economics of the carbon tax: Environmental performance, sustainable energy, and green financial behaviour. Geopolitics, History, and International Relations, 12(1), 101-107.
  30. Iran, S., Geiger, S. M., & Schrader, U. (2019). Collaborative fashion consumption–A cross-cultural study between Tehran and Berlin. Journal of Cleaner Production, 212, 313-323.
  31. Isla, V. L. (2013). Investigating second-hand fashion trade and consumption in the Philippines: Expanding existing discourses. Journal of Consumer Culture, 13(3), 221-240.
  32. Kamalanon, P., Chen, J. S., & Le, T. T. Y. (2022). “Why Do We Buy Green Products?” An Extended Theory of the Planned Behaviour Model for Green Product Purchase Behaviour. Sustainability, 14(2), 689.
  33. Kim, H., & Kim, Y. (2020). Role of fashion leadership influencing the effect of the environmental benefits of second-hand clothing on continuance usage intention. Fashion & Textile Research Journal, 22(5), 584-594.
  34. Kline, R. B. (2011). Principles and Practice of Structural Equation Modeling, The Guilford Press, New York.
  35. Kristia, K. (2021). Mediating Effect of Customer Engagement on the Relations between eWOM, Environmental Concern, and Intention to Purchase Second-hand Clothing among College Students in Yogyakarta. Jurnal Manajemen Bisnis, 12(2), 162-175.
  36. Kumar, R., Saha, R., Sekar, P. C., & Dahiya, R. (2019). Examining the role of external factors in influencing green behaviour among young Indian consumers. Young consumers, 20(4), 380-398.
  37. Lastovicka, J. L., Bettencourt, L. A., Hughner, R. S., & Kuntze, R. J. (1999). Lifestyle of the tight and frugal: Theory and measurement. Journal of consumer research, 26(1), 85-98.
  38. Lee, K. (2009), “Gender differences in Hong Kong adolescent consumers' green purchasing behaviour”, Journal of consumer marketing, Vol.26 No.2, pp.87-96.
  39. Lee, Y. K., & DeLong, M. (2021). Promoting Sustainable Clothing Behaviour in South Korea with Focus on Users of Second-hand Clothing. Fashion Practice, 1-26.
  40. Liang, J., & Xu, Y. (2018). Second-hand clothing consumption: A generational cohort analysis of the Chinese market. International Journal of Consumer Studies, 42(1), 120-130.
  41. Machado, M. A. D., de Almeida, S. O., Bollick, L. C., & Bragagnolo, G. (2019). Second-hand fashion market: consumer role in circular economy. Journal of Fashion Marketing and Management: An International Journal. 23(3),382-395.
  42. Marsh, H. W., Hau, K. T., Artelt, C., Baumert, J. & Peschar, J. L. (2006). OECD’s brief self-report measure of educational psychology’s most useful affective constructs: Cross-cultural, psychometric comparisons across 25 countries. International Journal of Testing, 6(4), 311–360.
  43. Medalla, M. E., Yamagishi, K., Tiu, A. M., Tanaid, R. A., Abellana, D. P. M., Caballes, S. A., ... & Ocampo, L. (2020). Modeling the hierarchical structure of second-hand clothing buying behaviour antecedents of millennials. Journal of Modelling in Management. 15(4), 1679-1708.
  44. Morgan, L. R., & Birtwistle, G. (2009). An investigation of young fashion consumers' disposal habits. International journal of consumer studies, 33(2), 190-198.
  45. Nunnally, J.C. (1978). Psychometric Theory. Newyork: McGraw-Hill.
  46. Paço, A., Leal Filho, W., Ávila, L. V., & Dennis, K. (2021). Fostering sustainable consumer behaviour regarding clothing: Assessing trends on purchases, recycling and disposal. Textile Research Journal, 91(3-4), 373-384.
  47. Peña-Vinces, J., Solakis, K., & Guillen, J. (2020). Environmental knowledge, the collaborative economy and responsible consumption in the context of second-hand perinatal and infant clothes in Spain. Resources, Conservation and Recycling, 159, 104840.
  48. Phau, I., Sequeira, M., & Dix, S. (2009). To buy or not to buy a ‘counterfeit’ Ralph Lauren polo shirt: The role of lawfulness and legality toward purchasing counterfeits. Asia-Pacific Journal of Business Administration, 1(1), 68–80.
  49. Podsakoff, P.M. & Organ, D.W. (1986) Self-reports in organizational research: Problems and prospects. Journal of Management, 12(4): 531-44.
  50. Podsakoff, P.M., Scott, B., MacKenzie, J.Y.L. & Podsakoff, N.P. (2003) Common Method biases in behavioural research: A critical review of the literature and recommended remedies. Journal of Applied Psychology, 88(5): 879--903.
  51. Reiley, K., & DeLong, M. (2011). A consumer vision for sustainable fashion practice. Fashion Practice, 3(1), 63-83.
  52. Roux, D., & Guiot, D. (2008). Measuring second-hand shopping motives, antecedents and consequences. Recherche et Applications En Marketing (English Edition), 23(4), 63-91.
  53. Schermelleh-Engel, K. & Moosbrugger, H. (2003). Evaluating the fit of structural equation models: Tests of significance and descriptive goodness-of-fit measures, Methods of Psychological Research Online, 8(2), 23–74.
  54. Schwartz, S. H. (1992). Universals in the content and structure of values: Theory and empirical tests in 20 countries. In M. Zanna (Ed.), Advances in experimental social psychology (Vol. 25, pp. 1-65). New York: Academic Press.
  55. Schwartz, S. H. (2012). An overview of the Schwartz theory of basic values. Online readings in Psychology and Culture, 2(1), 2307-0919.
  56. Seo, M. J., & Kim, M. (2019). Understanding the purchasing behaviour of second-hand fashion shoppers in a non-profit thrift store context. International Journal of Fashion Design, Technology and Education.12(3), 301-312.
  57. Sirgy, M. J., & Lee, D. J. (1996). Setting socially responsible marketing objectives: A quality‐of‐life approach. European Journal of marketing, 30(5), 20-34.
  58. Stanescu, M. D. (2021). State of the art of post-consumer textile waste upcycling to reach the zero waste milestone. Environmental Science and Pollution Research, 28(12), 14253-14270.
  59. Thomas, V. M. (2003). Demand and dematerialization impacts of second-hand markets: Reuse or more use?. Journal of Industrial Ecology, 7(2), 65-78.
  60. Todd, S., & Lawson, R. (2003). Towards an understanding of frugal consumers. Australasian Marketing Journal (AMJ), 11(3), 8-18.
  61. UNSDGs. (2021). United Nations Sustainable Development Goals, Accessed 27 February 2022, Retrieved from https://sdgs.un.org/goals/goal12
  62. Wang, F., Zhang, H., Zang, H., & Ouyang, M. (2005). Purchasing pirated software: An initial examination of Chinese consumers. Journal of Consumer Marketing, 22, 340–351.
  63. Williams, C. C., & Paddock, C. (2003). The meanings of informal and second-hand retail channels: some evidence from Leicester. The International Review of Retail, Distribution and Consumer Research, 13(3), 317-336.
  64. Wee, C.-H., Ta, S.-J., & Cheok, K.-H. (1995). Non-price determinants of intention to purchase counterfeit goods: An exploratory study. International Marketing Review, 12(6), 19–46.
  65. Weil, C. (1999). Second-hand Chic: Finding Fabulous Fashion at Consignment, Vintage, and thrift stores. New York: Pocket Books.
  66. Wrap. (2019). Textiles Market Situation Report, Accessed 5 March 2022, Retrieved from https://wrap.org.uk/sites/default/files/2021-03/WRAP-textiles-market-situation-report-2019.pdf
  67. Xu, Y., Chen, Y., Burman, R., & Zhao, H. (2014). Second-hand clothing consumption: a cross‐cultural comparison between A merican and C hinese young consumers. International Journal of Consumer Studies, 38(6), 670-677.
  68. Yan, R. N., Bae, S. Y., & Xu, H. (2015). Second-hand clothing shopping among college students: the role of psychographic characteristics. Young Consumers, 16(1), 85-98.
  69. Yu, S., & Lee, J. (2019). The effects of consumers’ perceived values on intention to purchase upcycled products. Sustainability, 11(4), 1034.
  70. Yuriev, A., Dahmen, M., Paillé, P., Boiral, O., & Guillaumie, L. (2020). Pro-environmental behaviours through the lens of the theory of planned behaviour: A scoping review. Resources, Conservation and Recycling, 155, 104660.
  71. Zaman, M., Park, H., Kim, Y. K., & Park, S. H. (2019). Consumer orientations of second-hand clothing shoppers. Journal of Global Fashion Marketing, 10(2), 163-176.