A Theoretical Lens on Sustainable Fashion in Online Shopping: Integrating SOR, TPB, and Second-Hand Shopping Motivation Theories

The fashion industry is heavily influenced by consumer demand and results on fast fashion sector, due to the frequent shifts in trends. Increasingly, consumers are leaning towards ethical consumption, such as second-hand clothing, as they become aware of the environmental consequences. This conceptual paper presents preliminary research aimed at identifying the factors influencing young consumers’ purchase of second-hand apparel via social media platforms. Grounded in the Stimulus-Organism-Response (SOR) theory, the proposed conceptual framework integrates the Second-hand Shopping Motivation Theory and the Theory of Planned Behaviour (TPB) as moderating constructs. The research examines the relationships between these variables, with electronic word-of-mouth (eWOM) serving as the Stimulus, attitude and online engagement as the Organism, and purchase intention as the Response. Furthermore, the influence on purchase intention is moderated by ego involvement and treasure-hunting fun. Primary data for this empirical research will be collected through a questionnaire, focusing on Generation Z in Malaysia. It is anticipated that the findings will highlight the significance of key variables and their relationships in shaping the consumption of second-hand apparel on social commerce sites. Accordingly, this research is expected to offer both theoretical and practical contributions to industries such as upcycling, sustainable fashion, retail, and textile recycling.