Understanding Consumer Perception of Sustainable Fashion in Japan: Insights Based on Recycled and Secondhand Clothing

This study investigates the factors influencing consumers' willingness to purchase recycled and secondhand clothing as part of sustainable fashion. Using a model constructed with six latent variables-environmental consciousness, perceived value, interest in fashion, social media use, uniqueness, and purchase intention-data were gathered through an online survey targeting Japanese consumers. The findings reveal that consumer perceptions of social responsibility and environmental values significantly impact their purchasing intentions. Uniqueness plays a key role in shaping purchase decisions for secondhand clothing, while it has no significant effect on recycled clothing, emphasizing the need for tailored marketing strategies. This study offers a comprehensive examination of consumer behavior in the sustainable fashion industry, providing crucial insights for the development of segmented marketing strategies that cater to the distinct motivations and preferences of consumers.