UNDERSTANDING PURCHASE INTENTIONS OF PRE OWNED CLOTHING IN INDIA

The environmental issue is considered in the Post-consumer textile waste, including garments discarded by the original owner. Fashion industry is known for its unsustainable way of working due to over-production and overconsumption. The best solution to be sustainable is collaborative consumption and garment life extension. Environmental activist hugely emphasize on consumption of second hand garments. Therefore it is important to pay attention to the factors that affect the purchase of second-hand clothing since it is not a simple form of mercantilism. The purpose of this study is to create new knowledge by identifying factors that influence the customer in consuming second-hand apparel in the area of second-hand products consumption and customer intentions. In order to fulfil the research purpose, a quantitative research approach and cross sectional research design were adopted. Questionnaires were designed using Google survey tool and through this method 160 questionnaires were collected from respondents. SPSS was used to perform for descriptive statistics, reliability analysis, bivariate correlation, single item measurement and multiple regression analysis. 5 factors namely, functionality, convenience, perceived hygiene, personal attitude and social factor were derived from 24 variables. The five factors explained a variance of 78% to the concept of purchase intension of second hand clothing. Finding out an overall understanding about the second-hand product consumption will be interesting for the marketers, customers and socio environmental activists working towards sustainability in the fashion industry.