ORIGINAL RESEARCH article
Front. Sustain.
Sec. Sustainable Consumption
Fashionably Sustainable: Extending the Theory of Planned Behavior to predict Intentions to Purchase Second-Hand Clothes
Provisionally accepted
- 1Manipal University Jaipur, Jaipur, India
- 2Amity University Rajasthan, Jaipur, India
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Fashion production, largely driven by the demand for fashion, is a major contributor to environmental degradation. With the rising awareness of the consequences of fashion consumption, consuming second-hand fashion is a fast-emerging strategy. The current study utilises Theory of Planned Behavior (TPB) framework to investigate the intentions to purchase second-hand clothes in young Indian consumers. TPB is extended by adding mindful consumption and environmental concern as predictors of attitude towards second-hand clothes. 222 Indian young adults (18-30 years) participated in the research and data were analysed using Structural Equation Modelling (SEM). Environmental concern emerged as the most significant predictor of a positive attitude towards second-hand clothing, followed by mindful consumption. Attitude, in turn, had the strongest influence on purchase intention, while subjective norms and perceived behavioral control also showed significant positive effects. The tested model was significant and explained 46.5% variance in purchase intentions. This research contributes to sustainability literature by validating the extended TPB model in the context of second-hand fashion in India.
Keywords: second-hand clothing, sustainability, Theory of Planned Behavior, Environmentalconcern, Mindful consumption
Received: 29 Aug 2025; Accepted: 03 Dec 2025.
Copyright: © 2025 Sharma, Arya, Bisht and Kumar. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) or licensor are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
* Correspondence: Bhavana Arya
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