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Examining how factors consumers' buying intention of secondhand clothes via theory of planned behavior and stimulus organism response model

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Environmental Sustainability in Business Consumer Behavior and Marketing Influence Consumer Perception and Purchasing Behavior

Abstract

Individuals are becoming increasingly knowledgeable of the negative effects of fast fashion and are switching to secondhand clothes. Due to its potential to reduce clothing waste, buying secondhand clothes (SHC) is considered environmentally friendly. This research investigates the factors influencing consumers' buying intention of SHC using the theory of planned behavior (TPB) and stimulus organism response (SOR) model. The suggested model performed validation applying partial least squares using data collected from 286 respondents who expressed the desire to buy SHC in Vietnam via a Google form. The results indicate that electronic word-of-mouth (eWOM) and price had a strong beneficial influence on customers' attitudes, subjective norms, and perception of behavioral control. Then, individuals' propensity to purchase SHC was impacted by their attitudes, subjective norms, and perception of behavioral control. Moreover, eWOM and price had a significant positive impact on consumers' inclination to buy SHC. Besides, this research validated the effectiveness of the integrated model (TPB and SOR model) in elucidating customers' purchasing intentions for SHC. This study also yielded theoretical and managerial implications, as well as proposals for further research.

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References

1991The theory of planned behavior 2015A primer on partial least squares structural equation modeling (PLS-SEM)1998The partial least squares approach for structural equation modeling.2015Common Method Bias in PLS-SEM 1974An approach to environmental psychology 1998Modern Methods for Business Research 2000Structural Equation Modeling and Regression: Guidelines for Research Practice 2004Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet?

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