Why young consumers choose second-hand clothes: Insights from long-term orientation and personal values

This study investigates determinants of young consumers’ purchase intention of second-hand clothes. Drawing on the value-attitude-behavior theory, this study develops and verifies a model that examines the hierarchical relationships between long-term orientation, personal values and consumer attitude toward second-hand clothes and their impacts on consumer purchases. Using sample data from 335 Generation Z consumers in Hanoi, results of partial structural equation modeling suggest that the positive effect of long-term orientation on consumers’ attitude toward second-hand clothes and intention to purchase these products flow through altruistic and biospheric values. In contrast, long-term orientation negatively influences egoistic value, which in turn weakens consumer attitude toward second-hand clothing products. The findings offer implications for theory and practice.