Environmental apparel knowledge and purchase intention towards recycled clothing: Insights from an emerging market

Growing environmental concerns and the rising demand for sustainable consumption have driven research into consumer behaviour toward recycled clothing. Understanding purchase intentions is essential for advancing sustainable fashion, particularly in emerging markets like China. This study applies an expanded Knowledge-Attitude-Behaviour (KAB) framework, integrating perceived value and perceived responsibility to examine key factors influencing Chinese consumers' willingness to buy recycled clothing. A quantitative approach was used, collecting 597 responses via structured online surveys and analysed through structural equation modeling (SEM). The findings reveal that environmental apparel knowledge, perceived value, and perceived responsibility significantly influence purchase intention, with perceived value (β = 0.54) emerging as the strongest mediator, while environmental apparel knowledge (β = 0.42) and perceived responsibility (β = 0.37) exert direct effects. This study extends the KAB model by demonstrating the mediating roles of perceived value and responsibility, offering new theoretical insights into sustainable consumption. By focusing on Chinese consumers, this study provides a culturally relevant perspective on sustainable fashion adoption in an emerging market, enhancing the applicability of the KAB model in non-Western contexts. The findings highlight the importance of economic and social benefits in promoting recycled clothing, offering practical implications for businesses and policymakers. Future research should explore diverse populations and methodological approaches to improve the model’s generalizability.