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Consumers’ Value and Risk Perceptions of Circular Fashion: Comparison between Secondhand, Upcycled, and Recycled Clothing

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  • Inhwa Kim

    (College of Human Ecology, Seoul National University, Seoul 08826, Korea
    The Research Institute of Human Ecology, Seoul National University, Seoul 08826, Korea)

  • Hye Jung Jung

    (DaVinci College of General Education, Chung-Ang University, Seoul 06974, Korea)

  • Yuri Lee

    (College of Human Ecology, Seoul National University, Seoul 08826, Korea
    The Research Institute of Human Ecology, Seoul National University, Seoul 08826, Korea)

Abstract

A circular economy paradigm has recently emerged to combat environmental pollution and climate change around the world. In the fashion industry, circular fashion has been spotlighted as an environmentally friendly approach to fashion products. The purpose of this study was to investigate consumers’ value and risk perceptions, product attitudes, and behavior intentions toward circular fashion consumption. Specifically, this study focuses on three types of circular fashion products from textile waste: reused clothing, upcycled clothing, and recycled clothing. The moderating role of individualism was also explored. Survey data from 850 consumers in their 20s and 30s in Korea were collected to test our hypotheses. The results showed the influence of emotional value was the greatest, while economic risk and performance risk did not affect product attitudes. A moderating effect of individualism was found in the paths between perception dimension and product attitudes and between product attitudes and behavior intention. These findings can help retailers and marketers create more tailored retailing and promotional strategies.

Suggested Citation

  • Inhwa Kim & Hye Jung Jung & Yuri Lee, 2021. "Consumers’ Value and Risk Perceptions of Circular Fashion: Comparison between Secondhand, Upcycled, and Recycled Clothing," Sustainability, MDPI, vol. 13(3), pages 1-23, January.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:3:p:1208-:d:486103
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    References listed on IDEAS

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    Cited by:

    1. Mushahid Ali Shamsi & Asiya Chaudhary & Imran Anwar & Rajarshi Dasgupta & Sachin Sharma, 2022. "Nexus between Environmental Consciousness and Consumers’ Purchase Intention toward Circular Textile Products in India: A Moderated-Mediation Approach," Sustainability, MDPI, vol. 14(20), pages 1-18, October.
    2. Andreza de Aguiar Hugo & Jeniffer de Nadae & Renato da Silva Lima, 2021. "Can Fashion Be Circular? A Literature Review on Circular Economy Barriers, Drivers, and Practices in the Fashion Industry’s Productive Chain," Sustainability, MDPI, vol. 13(21), pages 1-17, November.
    3. Chuanlan Liu & Jeremy M. Bernardoni & Zhongjie Wang, 2023. "Examining Generation Z Consumer Online Fashion Resale Participation and Continuance Intention through the Lens of Consumer Perceived Value," Sustainability, MDPI, vol. 15(10), pages 1-18, May.
    4. Li, You & Wu, Shuilong & Yuan, Yongna & Hu, Zekun, 2024. "How temporal perspective affects the effectiveness of upcycled vs. recycled product advertisements," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    5. Pedro Hinojo & David Suárez & Begoña García-Mariñoso, 2022. "Drivers of Consumer Participation in Online Second-Hand Transactions," Sustainability, MDPI, vol. 14(7), pages 1-13, April.
    6. Chuanlan Liu & Sibei Xia & Chunmin Lang, 2023. "Online Luxury Resale Platforms and Customer Experiences: A Text Mining Analysis of Online Reviews," Sustainability, MDPI, vol. 15(10), pages 1-19, May.
    7. Nika Hein, 2022. "Factors Influencing the Purchase Intention for Recycled Products: Integrating Perceived Risk into Value-Belief-Norm Theory," Sustainability, MDPI, vol. 14(7), pages 1-15, March.
    8. Mushahid Ali Shamsi & Imran Anwar & Asiya Chaudhary & Samreen Akhtar & Alam Ahmad, 2023. "Sustainable Transition through Circular Textile Products: An Empirical Study of Consumers’ Acceptance in India," Sustainability, MDPI, vol. 15(18), pages 1-20, September.
    9. Xingqiu Lou & Ting Chi & Justin Janke & Gianna Desch, 2022. "How Do Perceived Value and Risk Affect Purchase Intention toward Second-Hand Luxury Goods? An Empirical Study of U.S. Consumers," Sustainability, MDPI, vol. 14(18), pages 1-16, September.
    10. Maria Elena Aramendia-Muneta & Andrea Ollo-López & Katrin Simón-Elorz, 2022. "Circular Fashion: Cluster Analysis to Define Advertising Strategies," Sustainability, MDPI, vol. 14(20), pages 1-19, October.
    11. Lihong Chen & Habiba Halepoto & Chunhong Liu & Xinfeng Yan & Lijun Qiu, 2022. "Research on Influencing Mechanism of Fashion Brand Image Value Creation Based on Consumer Value Co-Creation and Experiential Value Perception Theory," Sustainability, MDPI, vol. 14(13), pages 1-21, June.
    12. Xiufen Xie & Yan Hong & Xianyi Zeng & Xiaoqun Dai & Melissa Wagner, 2021. "A Systematic Literature Review for the Recycling and Reuse of Wasted Clothing," Sustainability, MDPI, vol. 13(24), pages 1-20, December.
    13. Sheng Lu, 2022. "Explore U.S. Retailers’ Sourcing Strategies for Clothing Made from Recycled Textile Materials," Sustainability, MDPI, vol. 15(1), pages 1-13, December.
    14. Wu, Kuo-Jui & Tseng, Ming-Lang & Yang, Wen-Hua & Ali, Mohd Helmi & Chen, Xiaobo, 2023. "Re-shaping sustainable value chain model under post pandemic disruptions: A fast fashion supply chain analysis," International Journal of Production Economics, Elsevier, vol. 255(C).
    15. Luo, Hong & Park, Seong-Yeon, 2024. "Exploring barriers to secondhand luxury consumption among Chinese consumers and changes during the COVID-19 pandemic," Journal of Business Research, Elsevier, vol. 174(C).
    16. Pei-Hsin Lin & Wun-Hwa Chen, 2022. "Factors That Influence Consumers’ Sustainable Apparel Purchase Intention: The Moderating Effect of Generational Cohorts," Sustainability, MDPI, vol. 14(14), pages 1-14, July.
    17. Fe Yoo & Hye Jung Jung & Kyung Wha Oh, 2021. "Motivators and Barriers for Buying Intention of Upcycled Fashion Products in China," Sustainability, MDPI, vol. 13(5), pages 1-19, February.
    18. Shashi, & Centobelli, Piera & Cerchione, Roberto & Jhamb, Deepika, 2023. "Double-edged circularity: Comparative assessment of circular and non-circular consumers," Ecological Economics, Elsevier, vol. 212(C).
    19. Duan Wu & Mingyu Zhuang & Xinni Zhang & Yuheng Zhao, 2022. "Towards Circular Fashion: Design for Community-Based Clothing Reuse and Upcycling Services under a Social Innovation Perspective," Sustainability, MDPI, vol. 15(1), pages 1-24, December.

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