A Study of Pre-Owned Garment Purchase and Multifaceted Factors Influencing Consumers in India

The global trend of purchasing pre-owned garments is shaped by a complex interplay of consumer psychology, socio-cultural norms, and economic factors. Societal values, cultural influences, and financial considerations such as income levels and cost savings drive this behaviour. This research investigates the growing popularity of pre-owned clothing, particularly in the Indian context, where environmental benefits and affordability are key drivers. Focusing on the Delhi National Capital Region (NCR), this study examines the factors influencing consumer behaviour toward pre-owned garments, utilizing data collected from a sample of 326 adults. Through factor analysis and structural equation modelling, the study explores consumer motivations and decision-making processes. Key findings indicate that while only a minority of respondents actively purchase pre-owned garments, environmental awareness is a significant motivator, alongside hygiene concerns and economic factors. The study demonstrates high reliability (Cronbach’s alpha = 0.920), confirming strong internal consistency. Factor analysis supports acceptable standardized loadings and composite reliability, with no multicollinearity issues, as all variance inflation factors (VIF) were below 10. Discriminant validity was established, with inter-construct correlations below 0.70. The findings provide valuable insights into the Indian pre-owned garment market and offer recommendations for industry stakeholders to better align with consumer preferences and promote sustainable fashion practices.