Understanding the purchasing behaviour of second-hand fashion shoppers in a non-profit thrift store context

This study examines beliefs shaping second-hand shoppers’ attitude and factors driving their intention to purchase second-hand fashion items. The theory of planned behaviour (TPB) guided the conceptual development of the study. Data were collected via a self-administered online survey. The influences of consumer beliefs (i.e. environment, frugality, and non-profit thrift store) on attitude toward second-hand fashion were empirically tested. The relationships among attitude, subjective norms (SN), perceived behavioural control (PBC), and purchase intention for second-hand fashion at non-profit thrift stores were also examined. The results indicated that consumers’ environmental beliefs and beliefs regarding non-profit thrift stores influenced positive attitude, which had the most significant influence on purchase intention. In addition, this study revealed that SN did have an indirect effect on purchase intention through impacting attitudes. The findings from this study make both theoretical and practical contributions.