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The Effect of Environmentally-Relevant Personal Values on the Purchase Intention of Second-Hand Clothing: A Quantitative Study

Asif, Moen LU and Asif, Sarah LU (2021) BUSN39 20211
Department of Business Administration
Abstract
Purpose: To study the effect of environmentally-relevant personal values (biospheric,
altruistic, egoistic and hedonic) on the purchase intention of second-hand clothing (SHC).

Methodology: This research is a quantitative study and follows a deductive research approach. The empirical data was obtained through convenience sampling by means of an online self-completion questionnaire. A total of 669 responses were generated out of which 665 valid and usable responses were obtained that were the basis of our analysis. The data was analysed using PLS-SEM on the SmartPLS software.

Theoretical Perspective: The primary theoretical framework used for this study is the Theory of Planned Behavior. This was combined with Values Theory to... (More)
Purpose: To study the effect of environmentally-relevant personal values (biospheric,
altruistic, egoistic and hedonic) on the purchase intention of second-hand clothing (SHC).

Methodology: This research is a quantitative study and follows a deductive research approach. The empirical data was obtained through convenience sampling by means of an online self-completion questionnaire. A total of 669 responses were generated out of which 665 valid and usable responses were obtained that were the basis of our analysis. The data was analysed using PLS-SEM on the SmartPLS software.

Theoretical Perspective: The primary theoretical framework used for this study is the Theory of Planned Behavior. This was combined with Values Theory to understand the effect of environmentally-relevant personal values on the purchase intention of SHC.

Findings: This research confirmed that three personal values (biospheric, egoistic and hedonic) play a role in determining SHC purchase intention. Our findings suggest that biospheric and hedonic values positively affect SHC purchase intention, i.e., lead to pro-environmental behavior, while egoistic values are negatively related, i.e., discourage pro-environmental behavior. Although the relationship with biospheric values was expected, the relationship with hedonic values was in contradiction with existing research, which has highlighted hedonic values to be a hinderance to pro-environmental behavior. Moreover, there was insufficient evidence to suggest that altruistic values play a significant role in SHC purchase intention. This finding was also in contrast to past research where it has been firmly established that altruistic values positively relate to pro-environmental behavior. Lastly, attitudes towards the purchase of SHC, subjective norms and perceived behavioral control were all found to positively influence the intention to purchase SHC; attitude had the most significant role.

Implications: Focusing on keeping consumer attitudes towards SHC favorable seems to be the best strategy to increase the adoption rate of SHC. Managers of second-hand retailers are also recommended to devise marketing strategies that target consumers ́ biospheric and hedonic values because our study shows that these values lead to a positive purchase intention towards SHC. Furthermore, fashion companies that sell new clothes, whether fast fashion, sustainable or luxury fashion brands, should focus on starting a category where they sell SHC to contribute to the circular flow of fashion consumption leading to a more sustainable fashion industry.

Originality: This research is the first study to investigate the effect of environmentally-relevant personal values on the purchase intention of SHC. (Less)
Please use this url to cite or link to this publication:
author
Asif, Moen LU and Asif, Sarah LU
supervisor
organization
course
BUSN39 20211
year
type
H1 - Master's Degree (One Year)
subject
keywords
Second-hand clothing, Environmentally-relevant personal values, Biospheric values, Altruistic values, Egoistic values, Hedonic values, Purchase intention, Theory of planned behavior.
language
English
id
9050270
date added to LUP
2021-06-29 14:18:27
date last changed
2021-06-29 14:18:27
@misc{9050270,
  abstract     = {{Purpose: To study the effect of environmentally-relevant personal values (biospheric,
altruistic, egoistic and hedonic) on the purchase intention of second-hand clothing (SHC).

Methodology: This research is a quantitative study and follows a deductive research approach. The empirical data was obtained through convenience sampling by means of an online self-completion questionnaire. A total of 669 responses were generated out of which 665 valid and usable responses were obtained that were the basis of our analysis. The data was analysed using PLS-SEM on the SmartPLS software.

Theoretical Perspective: The primary theoretical framework used for this study is the Theory of Planned Behavior. This was combined with Values Theory to understand the effect of environmentally-relevant personal values on the purchase intention of SHC.

Findings: This research confirmed that three personal values (biospheric, egoistic and hedonic) play a role in determining SHC purchase intention. Our findings suggest that biospheric and hedonic values positively affect SHC purchase intention, i.e., lead to pro-environmental behavior, while egoistic values are negatively related, i.e., discourage pro-environmental behavior. Although the relationship with biospheric values was expected, the relationship with hedonic values was in contradiction with existing research, which has highlighted hedonic values to be a hinderance to pro-environmental behavior. Moreover, there was insufficient evidence to suggest that altruistic values play a significant role in SHC purchase intention. This finding was also in contrast to past research where it has been firmly established that altruistic values positively relate to pro-environmental behavior. Lastly, attitudes towards the purchase of SHC, subjective norms and perceived behavioral control were all found to positively influence the intention to purchase SHC; attitude had the most significant role. 

Implications: Focusing on keeping consumer attitudes towards SHC favorable seems to be the best strategy to increase the adoption rate of SHC. Managers of second-hand retailers are also recommended to devise marketing strategies that target consumers ́ biospheric and hedonic values because our study shows that these values lead to a positive purchase intention towards SHC. Furthermore, fashion companies that sell new clothes, whether fast fashion, sustainable or luxury fashion brands, should focus on starting a category where they sell SHC to contribute to the circular flow of fashion consumption leading to a more sustainable fashion industry.

Originality: This research is the first study to investigate the effect of environmentally-relevant personal values on the purchase intention of SHC.}},
  author       = {{Asif, Moen and Asif, Sarah}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{The Effect of Environmentally-Relevant Personal Values on the Purchase Intention of Second-Hand Clothing: A Quantitative Study}},
  year         = {{2021}},
}