Sustainability and Social Responsibility

Sustainable Style Without Stigma: Can Social Reassurance Influence Recommendation Behavior?

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Abstract

Generation Z is interested in sustainability issues, but they often perceive sustainable fashion as expensive, unfashionable, and inaccessible. Previous studies suggest secondhand fashion can be more cost-effective and attractive for Gen Z consumers. However, lingering stigmas associated with secondhand fashion may affect their willingness to disclose and recommend secondhand shopping. This study explores the subjective and personal norms with self-consciousness using the Theory of Planned Behavior to identify factors that may reduce stigmas towards secondhand fashion, like social reassurance, given that social media influences Gen Z consumers. Data was collected using a convenience sample (N = 208), and PLS-SEM was used to analyze the suggested relationships. The study provides empirical evidence on the relationship between social reassurance and recommendation behavior and offers practical insights for marketers on promoting secondhand fashion effectively to Gen Z consumers.

Keywords: Gen Z, Secondhand Fashion, Stigma, Social Reassurance, Influencers

How to Cite:

Boyer, S., Jiang, Z., Jiang, Z. & Lyu, J., (2023) “Sustainable Style Without Stigma: Can Social Reassurance Influence Recommendation Behavior?”, International Textile and Apparel Association Annual Conference Proceedings 80(1). doi: https://doi.org/10.31274/itaa.17302