Abstract:
Previous research in sustainable fashion has placed a strong emphasis on transitioning to eco-friendly clothing that in turn contributes to a consumerist lifestyle.
Meanwhile, there has been little emphasis placed on second-hand clothing consumption practices, which are not particularly popular among Asian consumers. The
purpose of this research is to investigate factors infuencing second-hand clothing
purchases in Indonesia. Several key concepts are proposed in this research, namely
hedonism, guilt, ecological concern, price consciousness, purchase intention, and
actual purchase. Purposive sampling via an online questionnaire yielded a total of
225 buyers of second-hand clothing. The data were analysed using the Structural
Equation Modelling (SEM) method with SPSS and AMOS software. The fndings
reveal that: (1) hedonism has a positive relationship with the purchase intention of
second-hand clothing (2) guilt has a positive relationship with the purchase intention of second-hand clothing (3) ecological concern has a negative relationship with
the purchase intention of second-hand clothing and lastly, (4) purchase intention has
a positive relationship with the actual purchase of second-hand clothing.
