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

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.