Understanding consumer fashion circular behavior regarding second hand clothings in Indonesia: An extended theory of planned behavior and value belief norm theory perspective

Abstract

Purpose: This research aims to identify and analyze factors that influence consumer willingness and provide a strategic framework to encourage consumer willingness to engage in circular fashion behaviors.

Design/methodology/approach: This research design utilizes a mixed methods approach. The sampling technique employed is purposive sampling with a sample size of 432 respondents. The research utilizes Partial Least Squares Structural Equation Modeling) with SmartPLS 3.0 software.

Findings: The findings of this research indicate that biospheric value, ascription of responsibility, awareness of consequences, environmental concern, economic benefit, personal norm, attitude, and perceived behavior control have a positive and significant influence on the intention to purchase second-hand clothing and willingness to engage in circular fashion behavior. Strategies that can be implemented to enhance consumer willingness include adopting an omni-channel strategy, re-evaluating the pricing of second-hand clothing, providing quality control, and implementing sustainable marketing.

Research limitations/implications: Respondents in this study are still broad because purchasing decisions have yet to be classified based on specific motivations such as economic reasons, hobbies, and collections. This circular fashion study only focuses on second hand clothing products, further research could broaden the scope to include upcycling, recycling, and other types of sustainable fashion.

Practical implications: This study analyzes the relationship between variables that influence consumer behaviour in purchasing second-hand clothing. These variables can be used as a reference for second-hand clothing sellers to increase their sales turnover.

Social implications: This research suggests several strategies that can be implemented to motivate consumers to adopt more sustainable consumption practices towards second-hand clothing.

Originality/value: This research aims to fill the gap by integrating psychological and environmental concepts, specifically the Theory of Planned Behavior and Value Belief Norm Theory, while also considering the perspectives of economic benefits and quality in order to enhance consumer behavior towards participating in circular fashion practices.