Analysis of green consumer behaviour towards the intention to purchase upcycled fashion products

Abstract

In recent years, the emergence of online platforms specializing in upcycling fashion marketing has provided affordable markets in line with the changing expectations of environmentally conscious consumers. This research applies questionnaires to collect data on consumers' intentions to purchase upcycling fashion products and aims to identify consumers' green behaviour. The results showed that there is a growing awareness among all generations of respondents about the use of upcycled fashion products and revealed that social influence, attitude, perceived risk, environmental concern, and usefulness have a significant positive impact on consumer purchase intention towards these products. This research can help the upcycling fashion business in Romania figure out how green consumer behaviour can improve the flexibility of specialized online platforms so that marketing strategies can be made.

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