Abstract
Secondhand clothing (SHC) benefits society by reducing the wastage of natural resources. Research in the purchase of secondhand clothing is a debated topic. It is not yet clear whether caring for self, community, and nature drives the purchase of secondhand clothing. This study unpacks the intervening factors that drive secondhand clothing purchases underpinning attitude-intention and self-determination theories. The primary purpose is to examine the direct relationship between a) mindful consumption, b) ego-involvement, c) social norms on secondhand clothing purchase intention of young consumers. The mediation of ego-involvement and social norm is examined on the above relationship. A total of 314 usable questionnaires following the convenience and purposive snowball sampling techniques were gathered from China. The structural equation model (SEM) two-step approach analyzed the data. SmartPLS3 statistical package used to run the measurement and structural model analyses. IPMA analysis confirms mindful consumption as an important factor; hence ego-involvement drives the performance of the stated relationship. Ego-involvement mediates the relationship between mindful consumption and secondhand clothing purchase. This study bridges the unanswered questions and highlights the importance of mindful consumption, an essential driver of consumer behavior. Managers are encouraged to promote mindful consumption values in marketing communication to drive sustainability.