ANNOUNCEMENTS
The textile sector is one of the most crucial sectors in India, both in terms of employment generated and addition to manufacturing GDP. Given the resource-intensive process of manufacturing textiles, the trade in second-hand clothes promotes a circular economic model against the linear economic models that have been widely functioning worldwide, fueled by the ‘fast fashion’ industry. This study explores the existing supply chain for used clothes in Delhi, the stakeholders involved, and the economic relations among these stakeholders. Reaching the final consumers of these clothes at the end of the supply chain, the consumer’s study analyses motivational factors influencing their intention to buy used clothing. The "Theory of Planned Behavior" and the "Second-hand Shoppers’ Scale" have been used to study various motivations like economic, critical, societal norms, ecological, or fashion motivations influencing intention (or behavior) to purchase. The study also captures the effect of socio-cultural factors like age, gender, household income, religion, and caste on the intention to purchase used clothing. The final results suggest that the constructs (perceived behavioral control, societal norms, economic and ecological motivations, and interest in fashion) given by “Theory of Planned Behavior” and the scale have positive impact on the intention to purchase while thrifted brands, age, household income, and education had a negative impact. The findings of the study will aid policymakers, marketers, recyclers, and clothing manufacturers in regulating trade and promoting responsible practices of production and consumption.
Key Words: Second-hand Clothing, Intention to Purchase, Theory of Planned Behavior, Socio-cultural Factors, Supply Chain, Guiot and Roux Scale.
