Preloved is reloved: investigating predispositions of second-hand clothing purchase on C2C platforms

The democratisation of online commerce and calls for sustainable fashion consumption have led consumers to turn to consumer-to-consumer (C2C) online platforms for second-hand clothing. Grounded on the Integrative Model of Behavioural Prediction (IMBP), this study sought to establish the necessary motivations affecting one's attitude and intention towards purchasing second-hand clothing on C2C platforms. Based on the data gathered from 303 users of C2C platforms and analysed using Partial Least Squares Structural Equation Modelling, it was revealed that sustainability motivations, economic motivations, and situational frugality positively affects attitude and in turn attitude, along with perceived norms and self-efficacy determines one's intention to purchase second-hand clothing on C2C platforms. Furthermore, performance risk and social risk negatively moderates the relationship between attitude and intention to purchase second-hand clothing on C2C platforms. As such, this paper offers theoretical and practical implications for both IMBP and second-hand clothing purchase on C2C platforms.