Consumer Behavior

Bridging Resale and Reduction: Investigating How Acceptance of Pre-Owned Fashion Deters New Purchases

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Abstract

This study examines whether accepting pre-owned fashion can meaningfully reduce consumers’ purchase intention of new clothing. Guided by the Theory of Consumption Value and Social Cognitive Theory, the research investigates how different perceived values (i.e., cost-benefit, hedonic, epistemic, and exchange), social norms (i.e., rewards and sanctions), and self-efficacy beliefs (fashion-related and green) shape acceptance of pre-owned fashion and subsequent intentions to cut back on buying new items. Survey data were collected from 216 participants and analyzed using Exploratory Factor Analysis (EFA) and Structural Equation Modeling (SEM). Results show that most perceived values and social sanctions significantly predict acceptance, which in turn increases intention to reduce new purchases. Fashion self-efficacy and green self-efficacy further strengthen several key relationships. Overall, the findings provide empirical evidence that resale acceptance can help shift habitual consumption patterns and support sustainability goals by encouraging reduced reliance on new fashion products.

Keywords: consumer behavior, pre-owned fashion, new product consumption, resale, sustainability

How to Cite:

Liu, S. & Liu, C., (2025) “Bridging Resale and Reduction: Investigating How Acceptance of Pre-Owned Fashion Deters New Purchases”, International Textile and Apparel Association Annual Conference Proceedings 82(1). doi: https://doi.org/10.31274/itaa.21387