Factors Influencing Purchase Intention of Second-Hand Clothing Among University Students

Abstract

This small-scale study examined consumer behaviour regarding second-hand clothing purchases among students at a public university in Malaysia. The study aimed to:1) Identify the factors influencing university students’ purchase intentions for second-hand clothing and, 2) Determine the primary deterrents to second-hand clothing purchases. A questionnaire survey was employed as the research instrument, using an online Google form. Snowball sampling was utilized, where the questionnaire link was initially shared with 30 participants. By the end of the study period, the number of participants had increased to 126.The findings revealed that when making second-hand purchases, respondents considered product condition the most important factor, followed by price, while brand had a more moderate influence. This suggests that respondents prioritize practicality in their purchasing decisions. Concerns about second-hand purchases were primarily centered on hygiene and product quality, while the stigma associated with buying second-hand clothing was a less significant deterrent. Among those who had never purchased second-hand products, the main barriers were quality concerns (63.2%) and hygiene issues (57.9%). Overall, the results indicate that second-hand shopping is widely accepted among university students in Malaysia. However, improving perceptions of hygiene and product quality could further encourage participation. Implementing better cleaning standards, quality assurance measures, and awareness campaigns to address misconceptions about second-hand products may help enhance consumer confidence and promote sustainable purchasing behaviours.