Sustainable style without stigma: Can norms and social reassurance influence secondhand fashion recommendation behavior among Gen Z?

Generation Z consumers are interested in sustainability issues, but they often perceive sustainable fashion as expensive, unfashionable, and inaccessible. Previous studies suggest that secondhand fashion can be a cost-effective and attractive sustainable option for Gen Z. However, lingering stigmas associated with secondhand fashion may affect their willingness to disclose and recommend secondhand shopping. By integrating Theory of Planned Behavior, Norm Activation Model, and Social Proof principle, this study identifies factors that may reduce negative perceptions of secondhand fashion. Data were collected using a convenience sample (N = 208), and PLS-SEM was used to analyze the suggested relationships. The findings of the present study expand the literature by confirming the influence of norms and influencer social reassurance on behavioral intentions. In practical terms, practitioners may create campaigns with social media influencers to reduce Gen Z’s lingering stigma toward secondhand shopping.