Consumer Behavior

The Role of Cleanliness Tolerance in Secondhand Clothing Consumption: Evidence from Germany

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Abstract

Hygiene or cleanliness related concerns are a key barrier to secondhand clothing consumption as well as key reasons for high frequency of washing clothes. However, no construct has defined or measured cleanliness. This study proposes a new construct for perception of clothing cleanliness - cleanliness tolerance, and examines its role in secondhand clothing consumption. Data was gathered from 3,254 German consumers through Facebook communities. An ordinal regression analysis revealed that cleanliness tolerance, gender, and income were significant predictors of secondhand clothing purchase. A one-point increase in the average number of wears before washing a garment raised the probability of buying secondhand clothes by 12%. The study demonstrates that decreased laundry frequency is associated with greater secondhand clothing purchase and is the first to connect cleanliness tolerance to two types of responsible consumption behavior. The results emphasize the importance of deconstructing the societal values of excessive cleanliness as a virtue.

Keywords: secondhand clothing consumption, hygiene, laundry, clothing cleanliness

How to Cite:

Singh, K., Karpova, E. & Wallaschkowski, S., (2025) “The Role of Cleanliness Tolerance in Secondhand Clothing Consumption: Evidence from Germany”, International Textile and Apparel Association Annual Conference Proceedings 81(1). doi: https://doi.org/10.31274/itaa.18784