Determinants of consumers’ intentions to purchase second-hand clothing in Romania

Introduction. With the growing awareness of the harmful effects of fast fashion, consumers are now distancing themselves from disposable fashion and turning towards second-hand options. This study aims to analyze the determinants of consumers’ intentions to purchase second-hand clothing in Romania using a model that integrates the Theory of Planned Behavior and the Theory of Consumption Values.

Aim of the study. The study collected data from 496 Romanian respondents through a self-report survey and used the partial least squares path modeling (PLS-PM) technique to investigate the relationships between variables. The results indicate that attitudes, perceived behavioral control and past behavior have a positive influence on consumers’ purchase intention. Additionally, all examined norms, i.e., injunctive norms, descriptive norms and moral norms, positively influence consumers’ intention. Emotional value, social value and environmental value also play significant roles in positively influencing consumers’ attitudes towards second-hand clothing. However, no evidence was found to support the positive influence of epistemic value on consumers’ attitudes.