Secondhand versus upcycled: Which is the "greener choice" in the sustainable fashion context?

Abstract

As the world is facing environmental challenges and climate change, there has been an increasing adoption of the circular economy paradigm. In the fashion industry, the rise of "circular fashion" is a concept rooted in the broader circular economy movement. This approach aims to minimize waste and pollution throughout the lifecycle of clothing. The purpose of this study was to investigate the influence of consumer's perceived value and risk on purchase intention circular fashion in the context of Vietnam. Specifically, we divided the types of circular fashion into two sub-dimensions: Secondhand and Upcycled clothing. In particular, our research will compare and identify the difference in consumers' purchase intentions for Secondhand and Upcycled clothing. We also explore the moderating role of Individualism and Greenwashing Concern in this study. We built up a research framework grounded in the Value-Attitude-Behavior theory. Data for this study were sourced from secondary sources and quantitative research findings. To gather primary data, an online survey questionnaire was distributed via Google Forms to 600 participants. The collected data will undergo analysis using SMARTPLS4. The findings show a positive influence of Emotional value (EV) on product attitude for both product types; Environmental values (EVV) do not influence positive attitudes toward Upcycled clothing. Different from expectations, Aesthetic risk (AR) has a positive effect on Upcycled clothing attitude, no effect of Sanitary risk (SR) was found; for Secondhand clothing, we found a negative effect of Sanitary risk (SR) on Product Attitude. A moderating effect of Individualism (ID) was found in the paths between the perception value and product attitudes on both products. Also, finding a moderating effect of Greenwashing Concern (GC) on the relationship of Product Attitude and Intention to Purchase Upcycled clothing. These findings have implications for businesses, policymakers, and other stakeholders seeking to promote sustainable consumption practices and foster a circular economy in the fashion industry.