Exploring mindful consumption, ego involvement, and social norms influencing second-hand clothing purchase

Second-hand clothing (SHC) benefits society by reducing the wastage of natural resources. Research in the purchase of second-hand clothing is a debated topic. It is not yet clear whether caring for self, community, and nature drives the purchase of second-hand clothing. This study unpacks the intervening factors that drive second-hand clothing purchases underpinning attitude-intention and self-determination theories. The primary purpose is to examine the direct relationship between a) mindful consumption, b) ego-involvement, c) social norms on second-hand clothing purchase intention of young consumers. The mediation of ego-involvement and social norm is examined on the above relationship. A total of 314 usable questionnaires following the convenience and purposive snowball sampling techniques were gathered from China. The structural equation model (SEM) two-step approach analyzed the data. SmartPLS3 statistical package used to run the measurement and structural model analyses. IPMA analysis confirms mindful consumption as an important factor; hence ego-involvement drives the performance of the stated relationship. Ego-involvement mediates the relationship between mindful consumption and second-hand clothing purchase. This study bridges the unanswered questions and highlights the importance of mindful consumption, an essential driver of consumer behavior. Managers are encouraged to promote mindful consumption values in marketing communication to drive sustainability.