Sustainable consumption in fashion – the role of public self-consciousness and a comparison of existing-consumers versus new-consumers

Purpose The study examines the factors contributing to young consumers’ preloved clothing purchase intention and behavior. Design/methodology/approach Data was collected from 301 respondents using quantitative methodology. PLS Structural Equation Modelling (SEM) was performed to test hypotheses. The study extends the Theory of Reasoned Action by incorporating the Value-Belief-Norm theory to explore environmental consciousness in sustainable behaviors. It integrates public self-consciousness in the relationship of purchase intention with purchase behavior and employs Multi-Group Analysis to compare existing-consumers' purchase intentions with those of new-consumers. Findings Consumers prioritizing environmental consciousness, frugality and subjective norms have higher preloved purchase intentions. Purchase intention mediates the relationship between environmental consciousness, subjective norms and purchase behavior. Consumers with high public self-consciousness tend to follow through with their purchase intentions. Moreover, price-conscious existing-consumers of preloved clothing have higher re-purchase intentions. Research limitations/implications Marketers and policymakers aiming to promote sustainable fashion could leverage environmental consciousness, price consciousness and societal pressures in awareness campaigns. Moreover, the study underscores the significance of public self-consciousness and prior preloved purchases in determining future consumption. Originality/value The study advances the understanding of the unexplored behaviors of young preloved clothing consumers in Pakistan, the second largest importer of preloved clothes and an under-researched market for such consumption. By integrating public self-consciousness and prior preloved purchases in the TRA framework, the study contributes to limited research exploring the role of individual traits and preferences in influencing sustainable fashion consumption.