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Abstract Clothing is an essential aspect of our daily lives, but it comes with a high environmental cost. The production and disposal of clothing contribute to pollution, greenhouse gas emissions, and the depletion of natural resources. However, recycled clothing presents an opportunity to reduce the impact of the fashion industry on the environment. The present study aims to investigate the impact of product-related factors, personal factors, promotional factors, social factors, and environmental and economic factors on recycled clothing buying behaviour. The data for analysis was collected using a survey method both online and offline from a sample of 420 selected through convenient sampling. Using SEM analysis, the study identified that all five factors influenced recycled clothing buying behaviour. Notably, it was found that among the factors considered promotional factors exhibited a pronounced effect on recycled clothing buying behaviour. Intriguingly product product-related factors did not show a significant influence on buying behaviour. The result of the study provides new insights into the existing literature in the context of the study.
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