Understanding the drivers of clothing purchase behaviour among young working adults

Abstract

This study focuses on the psychological drivers behind the purchasing behaviour of second-hand clothing among young adults (aged 18–35) in full-time employment. It examines the role of professional identity, hygiene perception and environmental awareness. Based on previous literature, it was expected that professional identity would be negatively related to second-hand clothing behaviour, hygiene perception negatively, and environmental awareness positively. Despite the growing focus on sustainability and the increasing popularity of second-hand fashion, actual purchasing behaviour remains limited. Using a quantitative, cross-sectional study (N = 79), respondents completed a questionnaire that measured the independent variables, along with four self-developed items on behaviour related to second-hand clothing. Multiple regression analyses were performed with gender as a control variable. The results showed no significant correlations between the predictors and the behavioural outcomes: purchase frequency, annual expenditure, willingness for personal use and professional use. Thus, professional identity, hygiene perception and environmental awareness, despite theoretical expectations, did not significantly influence second-hand clothing behaviour. In contrast, gender proved to be a consistent predictor. Women purchased second-hand clothing more often and showed greater willingness to wear it than men. These findings are consistent with the attitude–behaviour gap in sustainable consumer behaviour, where positive attitudes do not automatically translate into behaviour. This study has several limitations, including the moderate reliability of some composite scales and the possible lack of coherence between measurement instruments and the clothing context. Future research should look beyond attitudes to behavioural determinants such as social norms, shopping habits or product expectations.