Sustainability of second-hand fashion as a business model: countervailing influence of contamination concern and cultural orientation

Purpose The consumption of second-hand clothing (SHC) is an emerging business model aimed at promoting sustainability in the fashion industry. This study examines whether there are cultural differences in contamination concern, attitude, anticipated emotions and purchase intention of SHC amongst consumers from selected southern African countries. Design/methodology/approach A multi-cultural comparison of three samples was conducted. Data were collected from 804 SHC consumers recruited from Mozambique, South Africa and Zimbabwe using a questionnaire survey. Structural equation modelling was applied to test the posited hypotheses. Findings Across the three samples, health risk, product–body proximity and perceived dirtiness were found to have a significant negative impact on consumers’ attitude towards SHC. Anticipated emotions related to the consumption of SHC varied across the three samples, while thriftiness moderated the relationship between attitude towards SHC and purchase intention. Research limitations/implications This study relied on cross-sectional self-reported data collected using a non-probability sampling method. Future studies may consider employing more robust methods of data collection to minimise the potential of bias. Practical implications The results of this study implore retailers of SHC to address consumers’ contamination concerns. Instituting robust product handling standards and policies focusing on minimising product contamination at all consumer touch points should be prioritised for the sustenance of SHC as a business model. Originality/value This study focuses on granular dimensions of contamination concern, such as health risk, perception of dirtiness and product–body proximity, thereby offering a novel perspective to understand SHC.