The Effect of Environmentally-Relevant Personal Values on the Purchase Intention of Second-Hand Clothing: A Quantitative Study

Sammanfattning: Purpose: To study the effect of environmentally-relevant personal values (biospheric, altruistic, egoistic and hedonic) on the purchase intention of second-hand clothing (SHC). Methodology: This research is a quantitative study and follows a deductive research approach. The empirical data was obtained through convenience sampling by means of an online self-completion questionnaire. A total of 669 responses were generated out of which 665 valid and usable responses were obtained that were the basis of our analysis. The data was analysed using PLS-SEM on the SmartPLS software. Theoretical Perspective: The primary theoretical framework used for this study is the Theory of Planned Behavior. This was combined with Values Theory to understand the effect of environmentally-relevant personal values on the purchase intention of SHC. Findings: This research confirmed that three personal values (biospheric, egoistic and hedonic) play a role in determining SHC purchase intention. Our findings suggest that biospheric and hedonic values positively affect SHC purchase intention, i.e., lead to pro-environmental behavior, while egoistic values are negatively related, i.e., discourage pro-environmental behavior. Although the relationship with biospheric values was expected, the relationship with hedonic values was in contradiction with existing research, which has highlighted hedonic values to be a hinderance to pro-environmental behavior. Moreover, there was insufficient evidence to suggest that altruistic values play a significant role in SHC purchase intention. This finding was also in contrast to past research where it has been firmly established that altruistic values positively relate to pro-environmental behavior. Lastly, attitudes towards the purchase of SHC, subjective norms and perceived behavioral control were all found to positively influence the intention to purchase SHC; attitude had the most significant role. Implications: Focusing on keeping consumer attitudes towards SHC favorable seems to be the best strategy to increase the adoption rate of SHC. Managers of second-hand retailers are also recommended to devise marketing strategies that target consumers ́ biospheric and hedonic values because our study shows that these values lead to a positive purchase intention towards SHC. Furthermore, fashion companies that sell new clothes, whether fast fashion, sustainable or luxury fashion brands, should focus on starting a category where they sell SHC to contribute to the circular flow of fashion consumption leading to a more sustainable fashion industry. Originality: This research is the first study to investigate the effect of environmentally-relevant personal values on the purchase intention of SHC.