Factors affecting the Gen-Z Consumer Behaviour of pre-loved clothing: A Mumbai based study

Abstract Pre-loved clothing is a term used in marketing and sales to make second-hand sound more appealing and whimsical. What started as charity is now a resistance against fast fashion. The study used both primary and secondary data, a qualitative analysis was that done using a structured questionnaire to understand the purchase drivers and the purchase hesitation triggers that affects the consumer behaviour of pre-loved clothing. The findings fulfilled both the objectives of understanding the consumer behaviour of pre-loved clothing. The findings give insights about what are changes and modification that should be done as to cater to this generations, this paper will help businesses function according to the demands of the consumers.