NO LONGER LOOK DOWN: INVESTIGATING SECOND-HAND CLOTHING PURCHASE IN INDONESIA

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.