Second-hand clothing shopping among college students: the role of psychographic characteristics

Purpose – The study aims to examine whether and how second-hand clothing shoppers differ from non-shoppers on various psychographic variables, including environmentalism, perception of contamination, price sensitivity and perception of vintage clothing. Additionally, this study hopes to uncover whether and how the aforementioned psychographic variables help predict second-hand clothing shopping behaviour, specifically shopping frequency at second-hand clothing stores. Design/methodology/approach – Data were collected through a survey method from 152 college students. Findings – Results showed that college students who shopped at second-hand clothing stores were more likely to be environmentally conscious, more sensitive to higher prices and more likely to wear used clothing to express a vintage look and to be “green”, and to perceive used clothing to be less contaminated, as compared to those who did not shop at second-hand clothing stores. This study concluded that, among college students, second-hand cl...

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