Consumer Behavior

Why Buy Used Clothing During the Pandemic? Examining the Impact of COVID-19 on Consumers’ Secondhand Fashion Consumption Motivations

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Abstract

While fashion retailers are struggling amidst the shock of the COVID-19, secondhand fashion consumption (SFC) is accelerating as an alternative to new clothing purchases. Despite the importance of the resale market and the impact of the pandemic on consumer behavior, a comprehensive picture of SFC amid the pandemic has yet to be researched. The purpose of this study is to examine how the impact of the pandemic influences consumers’ SFC motivations, attitudes, and intentions. Based on the theory of reasoned action, consumers’ motivations (e.g., sustainability, social, variety-seeking, fun-seeking, cost-saving dimensions) behind SFC intentions between high vs. low pandemic impact groups are studied. The findings demonstrate that consumers are motivated to engage in SFC for different reasons depending on the impact of the pandemic. While cost-saving and social motivations were significant drivers for the high-impact group, the attitudes of the low-impact group were mainly influenced by sustainability and variety-seeking motivations.

Keywords: COVID-19, pandemic, resale market, secondhand fashion consumption, consumer motivations, Pandemic

How to Cite:

Kim, N. L. & Kim, T. H., (2022) “Why Buy Used Clothing During the Pandemic? Examining the Impact of COVID-19 on Consumers’ Secondhand Fashion Consumption Motivations”, International Textile and Apparel Association Annual Conference Proceedings 78(1). doi: https://doi.org/10.31274/itaa.13537