Fashion and sustainability: Evidence from the consumption of second-hand clothes

Companies are becoming increasingly involved with sustainability as various stake-holders require them to orient their activities in line with sustainability and its princi-ples. In some industries, such as the food industry and the fashion industry, theserequests are particularly relevant because they are considered to be keenly related toenvironmental and social issues. In this study, by integrating Ajzen's theory ofplanned behavior with Schwartz's norm activation model, we seek to understand themain drivers behind a consumer's decision to engage in second-hand clothes buyingprocesses. Our results not only highlight the advantages of integrating variousmodels to obtain a more rounded perspective on ethical consumer motivations butalso enable the identification of relevant drivers of this specific behavior. Accordingly,the results might help managers in this industry be more effective in their sustainabil-ity activities, as those activities result in positive perceptions among consumers and,thus, might trigger second-hand clothes purchases.