Hand me downs and sustainable choices: a circular economy necessity

Abstract

Purpose While global retailers are taking steps to improve their ecological footprint, these efforts alone remain insufficient to handle textile waste. To advance this understanding, the study identifies the antecedents that influence second-hand clothing consumption by developing a conceptual framework that draws on an extended Theory of Planned Behaviour model. In addition, the study incorporates ecofeminism to examine whether gendered perspectives play a role in shaping purchase intentions toward second-hand fashion as a form of pro-environmental behaviour that supports the circular economy. Design/methodology/approach The proposed model was tested on data collected from 610 participants. Structural Equation Modelling using AMOS 28 was employed to assess the relationships among the constructs, and multigroup analysis was conducted to examine the role of gender. Findings Intrinsic motivation for sustainability and environmental concerns did not directly predict pro-environmental behaviour, their effects were fully mediated by attitudes, subjective norms, and perceived behavioural control. The findings highlight the central role of TPB variables in influencing consumer behaviour. Gender, assessed through the lens of ecofeminist theory, further revealed how gendered perspectives influenced these relationships. Originality/value The study advances theoretical understanding by extending the Theory of Planned Behaviour and integrating ecofeminist perspectives. It provides a broader view of the drivers influencing second-hand clothing consumption, offering practical insights for retailers on how to position and promote second-hand fashion as part of circular economy initiatives. Importantly, it highlights how gender-based segmentation can further enhance strategies to engage diverse consumer groups in supporting sustainable consumption.