Using the theory of interpersonal behaviour to determine sustainable consumer behaviour in purchasing secondhand clothes in developing economies

As concerns about environmental sustainability and overconsumption in the fashion industry intensify globally, understanding consumer behaviour toward secondhand clothing (SHC) in developing economies like Ghana becomes increasingly important. Despite the growing relevance of sustainable fashion, there is limited research exploring the socio-cultural and behavioural drivers of SHC consumption in such contexts. This study addresses this gap by investigating consumer behaviour toward SHC in Ghana, employing the Theory of Interpersonal Behaviour (TIB) to analyze the roles of attitudes, habits, social factors, and facilitating conditions in shaping sustainable consumption. Using structural equation modelling (SEM) and Partial Least Squares (PLS) analysis, data from 433 respondents revealed significant relationships between attitudes and intentions, economic benefits and attitudes, and facilitating conditions and behaviour. Habit was also identified as a strong predictor of SHC purchase behaviour, indicating its role in reinforcing sustainable practices. Interestingly, perceived sustainability and social factors did not significantly influence intentions, suggesting that economic benefits and practical accessibility outweigh environmental considerations in this context. The study also identified a gap between purchase intention and behaviour, attributed to barriers such as accessibility and quality concerns. Education and facilitating conditions positively moderate this relationship, highlighting their importance in bridging the intention-behaviour gap. These findings contribute to the literature by contextualizing TIB in a developing economy and emphasizing the interplay of cultural and socio-economic factors in sustainable consumer behaviour. Practical recommendations include leveraging economic benefits in marketing, enhancing accessibility through digital platforms, and normalizing secondhand shopping to overcome cultural stigmas. This research provides a nuanced understanding of SHC consumption in Ghana, offering valuable insights for policymakers, marketers, and researchers to promote sustainable fashion practices.