How social media exposure affects second-hand clothing purchase intentions: a combined application of PLS-SEM and NCA

Purpose This study is primarily aimed at examining the impact of exposure to climate change issues on social media on consumers’ perceived value and its subsequent influence on second-hand clothing (SHC) purchase intentions. The research is conducted on a model grounded in the Stimulus-Organism-Response (SOR) theory and the theory of consumption values (TCV). Design/methodology/approach A quantitative approach was used through surveys in this study to recruit and examine the underlying mechanism of the effect of social media exposure on purchase intentions. Partial least squares structural equation modelling (PLS-SEM) and necessary condition analysis (NCA) were used to analyse 256 usable data. Findings The results indicate that social media exposure functions as both a should-have and must-have factor in shaping functional, social, emotional and epistemic values. However, although social media exposure is a should-have factor for environmental value, it is not a must-have factor. Functional, emotional and environmental values enhance SHC purchase intentions under a sufficiency logic and represent prerequisites under a necessity logic. Lastly, social value satisfies neither criterion, whereas epistemic value qualifies only as a necessary condition. Originality/value This study integrates SOR theory and TCV to explain how social media exposure shapes SHC purchase intentions through multiple consumption values.