Next Article in Journal
Transforming Agriculture: Empirical Insights into How the Digital Economy Elevates Agricultural Productivity in China
Previous Article in Journal
Wind Farm Layout Optimization Using Multiobjective Modified Electric Charged Particles Optimization Algorithm Based on Game Theory Indexing in Real Onshore Area
 
 
Search for Articles:
Title / Keyword
Author / Affiliation / Email
Journal
Article Type
 
 
Advanced Search
 
Section
Special Issue
Volume
Issue
Number
Page
 
Journals
Sustainability
Volume 16
Issue 23
10.3390/su162310223
sustainability-logo
Submit to this Journal Review for this Journal Propose a Special Issue
► Article Menu

Article Menu

share Share announcement Help format_quote Cite question_answer Discuss in SciProfiles thumb_up
...
Endorse textsms
...
Comment
first_page
settings
Order Article Reprints
Font Type:
Arial Georgia Verdana
Font Size:
Aa Aa Aa
Line Spacing:
Column Width:
Background:
Article

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

by
Ryutaro Sueda
and
Yuna Seo
*
Department of Industrial and Engineering Systems, Graduate School of Science and Technology, Tokyo University of Science, Noda, Chiba 278-8510, Japan
*
Author to whom correspondence should be addressed.
Sustainability 2024, 16(23), 10223; https://doi.org/10.3390/su162310223
Submission received: 11 October 2024 / Revised: 13 November 2024 / Accepted: 20 November 2024 / Published: 22 November 2024
Browse Figure
Versions Notes

Abstract

:
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.

1. Introduction

In recent years, global environmental problems have become more serious, making sustainability increasingly important. The environmental burden of industrial activities and consumption behaviors significantly impacts the Earth’s ecosystems [1,2]. Therefore, the importance of promoting sustainable production and consumption is increasing, and consumers’ interest in sustainable products is also growing [3,4].
As efforts to address environmental issues expand, the fashion industry is identified as having a significant environmental impact. Clothing production accounts for about 20% of industrial wastewater pollution from dyeing and finishing processes and 8–10% of global carbon dioxide emissions, and it produces over 92 million tons of waste annually [5,6]. Additionally, the rise of fast fashion—characterized by mass-market, inexpensive clothing—has led to the frequent release of low-durability products, aiming to maximize sales through large quantities and low prices [7,8].
In response, some fashion manufacturers have adopted sustainable practices to mitigate environmental impact. For example, some brands use organic cotton that avoids pesticides and toxic chemicals, benefiting the soil, farmers, and consumers [9]. Other companies produce items using natural materials with a lower carbon footprint compared to conventional products [10]. Efforts in recycling are also evident, where some companies repurpose PET bottles into recycled fibers to create new clothing or transform textile waste into fresh products [11]. Sustainable fashion initiatives thus aim for sustainability throughout the entire lifecycle of clothing—from production to disposal—considering the global environment, ecosystems, and the people and societies involved.
Despite the promise of sustainable fashion for reducing the industry’s environmental impact, research on consumer behavior related to sustainable fashion remains limited, particularly in the context of Japan. While global studies have examined various aspects of consumer acceptance, the specific drivers and perceptions influencing Japanese consumers are still underexplored. Moreover, there is a significant research gap in distinguishing consumer behaviors between recycled clothing and secondhand clothing. Understanding these distinctions is crucial, as recycled clothing, produced from repurposed materials, and secondhand clothing, which is reused in its original form, may evoke different consumer responses and purchasing motivations.
Within the context of sustainable fashion, recycled clothing and secondhand clothing are two prominent categories in Japan. Recycled clothing refers to garments produced using materials that have been processed and repurposed, such as recycled fibers from plastic bottles or pre-used fabrics [11]. In contrast, secondhand clothing involves the reuse of existing garments without significant alteration, promoting extended product life cycles and waste reduction [11]. Both types contribute to sustainability, but they cater to different consumer preferences and perceptions, influencing their perceived value and purchase intention differently. Understanding these distinctions is crucial for developing effective strategies to promote consumer acceptance of sustainable fashion.
This study aims to address these research gaps by focusing on two key aspects. First, it explores how Japanese consumers perceive and behave toward both recycled and secondhand clothing, providing insights specific to this market. Second, it differentiates the unique values associated with these two segments of sustainable fashion by incorporating current research concerns, such as the use of SNS and the role of uniqueness. By identifying key factors that impact consumers’ willingness to purchase recycled and secondhand fashion in Japan, this research contributes to a deeper understanding of segmented consumer behavior within sustainable fashion.

2. Literature Review and Hypotheses

2.1. Environmental Consciousness

Environmental consciousness represents consumers’ general attitude toward protecting the environment [12]. The impact of environmental consciousness on consumers’ perceived value formation is an important research topic, and previous studies have suggested its relevance. Prior research has shown that environmental consciousness plays an important role in consumer behavior and choices [13,14].
Discussions of the impact of environmental consciousness on perceived value emphasize its importance in the consumer decision-making process. If consumers have a high level of environmental consciousness, they will evaluate the environmental friendliness of a product or service, and this evaluation is likely to influence the formation of perceived value. This suggests that consumers tend to focus not only on the quality and price of a product or service but also on its environmental impact and sustainability [15].
The mechanisms through which environmental consciousness influences perceived value can be explained through cognitive and emotional pathways [16]. Cognitively, consumers with high environmental awareness are more likely to process information related to the eco-friendliness of products and services, integrating this into their overall evaluation [16]. They tend to assess the sustainability claims of products, compare them with industry standards, and make more informed decisions that align with their pro-environmental beliefs. This cognitive evaluation enhances the perceived value by adding an additional layer of positive attributes beyond conventional factors, such as price and quality [12,16].
Emotionally, consumers’ environmental consciousness can trigger feelings of responsibility, satisfaction, and pride when choosing products that align with their values [16]. These positive emotions contribute to a heightened perceived value as consumers associate their purchases with positive personal and social outcomes. The interplay between cognitive evaluation and emotional response highlights that environmental consciousness not only guides rational decision making but also enhances emotional attachment to sustainable products [12,13,16].
In the fashion industry, environmental consciousness has also become an important factor influencing consumer choices. In recent years, consumer interest in fashion items made from environmentally friendly materials and products has increased [17,18]. It is expected that the perceived value of a product’s environmental impact and social value will play an important role in consumers’ choice of environmentally friendly products [18,19].
Based on the above discussion, the following hypothesis was established:
H1. 
Consumers’ environmental consciousness positively affects perceived value.

2.2. Peceived Value

Perceived value refers to a customer’s personal evaluation of a product’s utility [20]. Previous research indicates that perceived value is a multidimensional concept encompassing social, functional, emotional, cognitive, and conditional values [16]. Perceived value has been identified as a crucial factor influencing consumer purchasing behavior in various studies. For instance, Wang and Hsu [21] found that consumers’ decision-making processes are heavily influenced by perceived value. It serves as an essential factor in enhancing a company’s appeal to potential buyers by creating superior product value [22].
In the context of environmentally friendly products, perceived value has been recognized as a significant factor affecting consumers’ purchase intentions. Zhang et al. [23] found that consumers’ perceived quality, price, emotional, and environmental values significantly and positively impact their attitudes toward purchasing energy-saving appliances.
In the fashion industry, perceived value has also been extensively studied. Chi et al. [24] suggested that perceived value is a crucial factor influencing millennial female consumers’ willingness to purchase athleisure apparel made from recycled polyester in the United States. They indicated that perceived value positively influences purchase intention and willingness to pay a premium for slow fashion products [25]. Additionally, Bielawska et al. [26] suggested that emotional, conditional, and environmental values significantly and positively impact consumers’ choice behavior toward green clothing products.
The mechanisms through which perceived value affects purchase intention can be understood by analyzing how its various dimensions interact with consumer perceptions and decision-making processes [16]. For example, functional value pertains to the practicality and usefulness of a product, which can reassure consumers of a product’s efficiency and quality, thereby fostering a positive purchase intention. Emotional value, on the other hand, connects to how a product makes consumers feel; products that evoke positive emotions, such as satisfaction or a sense of environmental responsibility, can create stronger motivational drives toward purchase. Social value relates to how a product enhances one’s social image or aligns with social norms and trends, which can be especially influential in fashion, where social perception plays a significant role. By integrating these dimensions, perceived value works through a multifaceted approach that aligns a product’s attributes with consumers’ personal goals and societal expectations [16,20].
Based on the above discussion, the following hypothesis was established:
H2. 
Perceived value positively affects purchase intention.

2.3. Interest in Fashion

Interest in fashion reflects the degree to which individuals place fashion at the center of their lives, enjoy it, and engage with it [27]. Consumers with high fashion interest are often called fashion innovators who seek out the latest renowned fashion trends. These individuals are keen to purchase the latest fashion and are constantly searching for new, trendy items [28]. Their proactive approach to fashion implies a high awareness of and susceptibility to the evolving trends in the fashion industry. O’Cass [29] demonstrated that interest in fashion is a significant factor shaping individual consumption behavior, and it also affects the behavior of purchasing sustainable fashion. They revealed that individuals with a high interest in fashion are likely to exhibit behaviors reflecting their engagement with fashion, such as frequent shopping and actively incorporating new styles. Such consumers are often sensitive to trends and seek unique items, which may include sustainable products.
Interest in fashion plays an important role in shaping consumer behavior [29]. For example, consumers with a high interest in fashion place greater emphasis on fashion-related attributes, such as style, design, and brand image, which are involved in the perceived value of fashion items [28]. This strong emphasis on fashion-related attributes suggests that consumers with high fashion interest are more likely to recognize a higher value in products that align with the latest trends and innovations. Sustainable fashion, often characterized by the use of innovative materials and ethical production methods, has the potential to appeal to such consumers’ desire for novelty and uniqueness. Consumers with a high interest in fashion are highly sensitive to new trends and designs and are likely to have a positive evaluation of sustainable fashion that uses new materials and production techniques. Such consumers tend to have a strong interest in the social and environmental significance of products and are more likely to recognize their value [28]. This, in turn, is believed to enhance the overall perceived value and increase purchase intention.
Furthermore, the shift toward sustainability in the fashion industry has the potential to make sustainable fashion more mainstream and trendier [30]. Fashion innovators, who find joy in staying ahead of trends, are naturally attracted to sustainable fashion, which symbolizes the forefront of industry development. Their interest in sustainability, combined with their intrinsic desire for innovation and uniqueness, may enhance their perceived value of sustainable fashion items. Additionally, people with high interest in fashion are said to have high public self-consciousness, being concerned with how they are evaluated and perceived by others and paying attention to social situations and environments [31]. Therefore, they are likely to highly appreciate the value of sustainable fashion with social significance.
Based on the above discussion, the following hypothesis was established:
H3. 
Interest in fashion is positively related to the perceived value of sustainable fashion.

2.4. Uniqueness

The value of consumer uniqueness is defined as “the acquisition, use, and disposition of consumer goods in order for individuals to pursue what makes them different relative to others and to develop and enhance their personal social identity” [32]. In the field of consumer behavior research, uniqueness has been identified as a pivotal factor influencing purchasing decisions. Studies consistently demonstrate that the pursuit of individuality is a primary motivator for consumers to explore a variety of product options [33]. The greater the need for uniqueness, the stronger the desire to obtain unusual products to differentiate oneself from others [34].
Uniqueness is also an important factor influencing purchase behavior in fashion. It has been suggested that consumers use fashion to reaffirm their identity and to differentiate themselves from other members of the community [35]. Environmentally friendly materials have the potential to create unique designs and personalities, which can be matched with increased perceptions of the cost and value of sustainable fashion [36]. Interest in fashion plays an important role in shaping consumer behavior, including their pursuit of uniqueness [29]. Consumers with a high interest in fashion are typically more attuned to emerging trends and exhibit a strong desire to stand out by incorporating unique and exclusive styles into their collection [33]. This heightened awareness of fashion encourages them to seek products that not only reflect the latest innovations but also help them establish a distinct identity. The interaction between uniqueness and sustainability suggests that consumers seeking uniqueness may place a higher value on sustainable fashion items that offer distinct characteristics not commonly found in mainstream fashion [36]. Additionally, the interplay between a consumer’s interest in fashion and their demand for uniqueness can amplify the impact on purchasing behavior. Consumers who are highly interested in fashion and simultaneously seek uniqueness may exhibit a stronger preference for sustainable fashion items that align with their desire to stand out [35]. This dual influence can intensify their willingness to explore products that offer both fashion-forward design and environmental significance. In addition, according to Snyder and Fromkin [37], consumer clothing choice is a uniqueness-seeking behavior.
Based on the above discussion, the following hypotheses were formulated.
H4. 
Interest in fashion positively affects consumers’ demand for uniqueness.
H5. 
Consumers’ demand for uniqueness positively affects their willingness to purchase sustainable fashion.

2.5. Use of SNS

Social networking services (SNS) refer to platforms that facilitate online interaction and information sharing, allowing people from different regions and cultures to connect and disseminate information easily. In today’s SNS-dominated world, consumers often evaluate, search for, and purchase their preferred products through social media [38]. This trend is particularly evident in the fashion industry, where products are multifaceted and closely tied to personal image. Fashionable users frequently seek opinions about new products through their friends on social media [39]. Given the high cost and significance of modern fashion products in defining group and individual identity, consumers gather information from various platforms before making purchasing decisions [40].
SNS platforms play a crucial role in influencing purchasing decisions regarding environmentally friendly products. Ebrahimi [41] and Zhao et al. [42] suggested that social media significantly impact consumers’ purchase intentions and attitudes toward environmentally friendly products. These platforms provide easy access to fashion-related information, enabling users to quickly obtain the latest fashion trends and styling ideas through posts by fashion brands and influencers. This expanded access to information can increase interest in fashion [43].
SNS platforms serve as visually stimulating and interactive arenas where users are continually exposed to content generated by fashion brands, influencers, and others. Consistent exposure to appealing fashion content stimulates users’ curiosity and fuels their desire for novelty, thereby fostering a heightened interest in fashion. Moreover, the interactive nature of SNS allows users to engage with fashion content in a more dynamic and immersive way. Users can follow their favorite fashion influencers and brands, comment on posts, share content with their networks, and participate in discussions about the latest trends. This engagement not only keeps them informed about the newest products and styles but also fosters a sense of community and belonging among fashion enthusiasts. According to Phua and Kim [44], the sense of community on social media can enhance users’ attachment to fashion brands and their overall interest in fashion.
Furthermore, SNS platforms often utilize algorithms that personalize content based on users’ preferences and browsing history. This means that users are more likely to see fashion-related content that aligns with their tastes, making it easier for them to discover new trends and products that capture their interest. Personalized content curation can significantly enhance users’ engagement with fashion, as they are continuously exposed to items and styles that resonate with their individual preferences [45].
Based on the above discussion, the following hypothesis was established:
H6. 
Use of SNS positively affects interest in fashion.

3. Method

3.1. Samples

In October 2023, we conducted an online survey of 447 participants (225 men and 222 women) in their 20s~80s living in Japan. A sample was selected based on the proportion of the Japanese population and recruited from a panel from an online survey company. Gender, age, occupation, marital status, and presence of children were collected as socio-demographic statistics.

3.2. Structure of the Questionnaire

Before responding to the questionnaire, participants were informed of the research purpose and provided with a clear explanation. The survey included the following statement: “We will only collect data from respondents who agree to the terms outlined above”. “Only those who consented (by selecting ‘yes’) proceeded to participate in the data collection process”.
The Section 1 of the questionnaire was designed to assess respondents’ understanding of sustainable fashion, clothing made from recycled materials, and secondhand clothing. This was achieved by providing brief descriptions of each type and asking respondents to identify the relevant characteristics. Three questions were used for this purpose. Only data from respondents who answered all three questions correctly were included in the statistical analysis. In the Section 2, 36 questions related to factors that influence the willingness to purchase recycled and secondhand clothing were measured using a 7-point Likert scale ranging from 1, not at all true, to 7, very true. Questions included variables related to environmental consciousness, willingness to purchase sustainable fashion, perceived value, interest in fashion, uniqueness, and use of social networking sites. The design of the questionnaire was based on previous studies addressing environmental consciousness [19], perceived value [19,46,47,48], interest in fashion [18,49], uniqueness [32], and use of SNS [42,50].

3.3. Statistical Analysis

To test the hypotheses, structural equation modeling (SEM) using the maximum likelihood estimation method was conducted using SPSS AMOS 27 (SPSS Inc., Armonk, NY, USA). Structural equation modeling was performed for recycled and secondhand clothing, respectively, and two models were constructed. The goodness of fit of the models was evaluated using a goodness-of-fit index. In this study, the GFI (Goodness of Fit Index), AGFI (Adjusted Goodness of Fit Index), CFI (Comparative Fit Index), and RMSEA (Root Mean Square Error of Approximation) were used as goodness of fit indices.

4. Results

4.1. Socio-Demographic Information

Data from respondents who correctly answered all questions on a comprehension test regarding sustainable fashion, recycled clothing, and secondhand clothing were used for statistical analysis. The dataset consisted of 238 respondents (121 males and 117 females). The number of respondents by age group was as follows: 18 in their 20s, 19 in their 30s, 36 in their 40s, 37 in their 50s, 64 in their 60s, 56 in their 70s, and 8 in their 80s. Approximately 67% of the respondents were married, and about 67% had children. Socio-demographic information, including occupations, is shown in Table 1 below.

4.2. Hypothesis Verification

To evaluate the internal consistency of the questions on the latent variables, Cronbach’s alpha coefficient, CR (Composite Reliability), and AVE (Average Variance Extracted) as convergent validity and MSV (maximum shared squared variance) and ASV (average shared squared variance) as discriminant validity were measured. Cronbach’s alpha coefficient was greater than 0.6 for all items, CR was in the 0.4 range for use of SNS for old clothes but greater than 0.7 for all other items, and AVE was in the 0.2 range for use of SNS for old clothes but greater than 0.5 for all other items. Furthermore, for all items except for the use of SNS for secondhand clothing, the MSV values were lower than the AVE values. The ASV values were lower than the AVE values for all items. Table 2 below shows the reliability and validity values.
Structural equation modeling (SEM) was conducted to examine the interrelationships between environmental consciousness, perceived value, interest in fashion, uniqueness, use of SNS, and willingness to purchase. Structural equation modeling was conducted for recycled and secondhand clothing, respectively, and two models were constructed. The models of recycled and secondhand clothing are shown in the following Figure 1.
All hypotheses were supported for clothing made of recycled clothing. Environmental consciousness positively affected perceived value (β = 0.39, p < 0.001). Interest in fashion positively affected perceived value (β = 0.30, p < 0.001), perceived value positively affected purchase intention (β = 0.86, p < 0.001), use of SNS positively affected interest in fashion (β = 0.55, p < 0.001), interest in fashion had a positive effect on uniqueness (β = 0.57, p < 0.001), and no significant effect was observed from uniqueness on purchase intention. The goodness of fit of the model was (GFI = 0.901, AGFI = 0.854, CFI = 0.965, RMSEA = 0.66).
All hypotheses were supported in the case of secondhand clothing. Environmental consciousness positively affected perceived value (β = 0.29, p < 0.001), interest in fashion positively influenced perceived value (β = 0.36, p < 0.001), perceived value positively influenced purchase intention (β = 0.68, p < 0.001), use of SNS positively influenced interest in fashion (β = 0.55, p < 0.001), interest in fashion positively influenced uniqueness (β = 0.59, p < 0.001), and uniqueness positively influenced purchase intention (β = 0.19, p < 0.001). The goodness of fit of the model was (GFI = 0.901, AGFI = 0.854, CFI = 0.971, RMSEA = 0.63).

5. Discussion

5.1. Factors Affecting Purchase Intention

In this study, we focused on environmental consciousness, perceived value, interest in fashion, uniqueness, and the use of social networking services (SNS) to identify factors that influence the willingness to purchase sustainable fashion. The findings revealed distinct effects on purchase intentions for recycled and secondhand clothing. Perceived value significantly influenced the purchase intentions for both, while uniqueness affected only secondhand clothing. This suggests differing motivations and consumer responses between these two categories of sustainable fashion.
Perceived value emerged as a critical mediator, linking environmental consciousness and interest in fashion to the purchase decision. Perceived value is a multidimensional construct that reflects the personal evaluation of a product’s worth, incorporating factors like functionality, emotional appeal, and social responsibility [51]. The significant impact of perceived value across both models—recycled and secondhand clothing—highlights its broad relevance in sustainable fashion purchasing decisions. Consumers who perceive higher value in terms of environmental benefits, such as reducing carbon emissions, or social responsibility, like contributing to societal improvement, are more inclined to purchase sustainable products. These findings support previous research emphasizing the role of perceived value in driving sustainable consumption behavior [19,21,24].
The significant positive influence of environmental consciousness on perceived value further underscores the importance of this construct [52]. Consumers who exhibit high levels of environmental awareness are more likely to attribute higher perceived value to both recycled and secondhand clothing, as they recognize these products’ contributions to environmental protection and social responsibility. This alignment between environmental consciousness and perceived value demonstrates a pathway where individuals with strong environmental concerns are predisposed to appreciate the broader societal and environmental benefits offered by sustainable fashion [46,53,54].
Interest in fashion also plays a crucial role in shaping perceived value [55]. Consumers who are highly engaged with fashion trends are more likely to perceive sustainable fashion as valuable, potentially because they view it as a fresh and innovative approach within the broader fashion ecosystem. This suggests that fashion-conscious consumers are not only influenced by aesthetic and trend-driven considerations but also by the ethical and environmental attributes associated with sustainable fashion. SNS use amplifies this relationship by providing consumers with continuous exposure to fashion content, reinforcing their engagement and interest in sustainable fashion [29,56,57]. The interplay between SNS usage and fashion interest suggests that digital platforms act as key facilitators in promoting sustainable fashion trends, thereby enhancing perceived value.
Uniqueness, however, displayed a divergent pattern between the two categories of sustainable fashion. In the case of secondhand clothing, uniqueness had a direct positive impact on purchase intention without passing through perceived value. This suggests that consumers who seek individuality and personal expression are more inclined to purchase secondhand clothing, which they perceive as a means of standing out due to the one-of-a-kind nature of these items [32]. On the other hand, in the model for recycled clothing, uniqueness did not significantly influence purchase intention. This may be because recycled clothing, often produced on a larger scale and marketed for its environmental and practical benefits, does not evoke the same sense of individuality as secondhand clothing. Consumers of recycled fashion may prioritize environmental and social values over the desire for unique expression.
By exploring the interactions between these variables, this study sheds light on the complex mechanisms that shape consumer behavior toward different types of sustainable fashion. Perceived value serves as a central mediator that translates environmental consciousness and fashion interest into purchase intentions, while uniqueness operates as a distinct factor influencing the appeal of secondhand clothing. The interplay between SNS usage and fashion interest further highlights the importance of digital platforms in shaping consumer attitudes and behavior in the sustainable fashion domain. These findings suggest that marketers and retailers must develop differentiated strategies that cater to the unique motivations and values associated with recycled and secondhand clothing, as these categories appeal to consumers through distinct mechanisms.

5.2. Theoretical and Managerial Implications

This study focused on examining whether factors influencing consumer purchase intention differ or are similar between recycled and secondhand clothing. As a result, in the models of recycled clothing and secondhand clothing, perceived value similarly had a positive impact on purchase intention. However, uniqueness was found to have different effects in each case.
Previous studies have shown that perceived value and environmental consciousness influence purchase intentions for sustainable fashion [19,58]. However, there is little research on how interest in fashion, uniqueness, and the use of social media impact these intentions. This study suggested a new perspective by constructing a model that includes interest in fashion, uniqueness, and social media use, in addition to perceived value and environmental consciousness.
Perceived value and uniqueness were identified as important factors in this model, and these factors revealed that interest in fashion and environmental consciousness had a positive influence on purchase intention. The results suggest that consumers with an interest in fashion perceive sustainable fashion as fashion that expresses individuality, and this has a positive influence on their willingness to purchase. The results also suggest that consumers who are interested in fashion and environmentally conscious positively influence their willingness to purchase by perceiving value, and that SNS use positively influences interest in fashion, further emphasizing the importance of SNS-based information.
This study has practical contributions. Fashion-related companies can contribute to the realization of a sustainable fashion industry by developing products and services that meet customer needs and demands and by improving their marketing strategies. First, by making consumers aware of the social responsibility and environmental value of sustainable fashion, it is possible to increase their willingness to purchase. It will be important for companies to inform consumers about the social significance of their purchases and the amount of carbon dioxide and waste reduction. It was also found that consumers who are concerned about environmental issues and consumers who are concerned about fashion have a positive influence on their purchasing decisions due to perceived value. Companies can be effective in getting environmentally concerned consumers to perceive the value of sustainable fashion by participating in sustainable initiatives and events related to environmental issues. In addition, consumers who are interested in fashion are likely to use SNS and are likely to obtain information on fashion from SNS. According to Cayaban et al. [50], it was suggested that incorporating sustainability advocacy in social media can be a great strategy to encourage sustainable consumption of fashion. Therefore, companies should communicate the social responsibility and environmental value of sustainable fashion to consumers who are interested in fashion through SNS, which may increase their willingness to purchase.
Finally, this study has revealed that the uniqueness consumers seek in recycled and secondhand clothing models has different effects on purchase intention. In the model of secondhand clothing, uniqueness positively influences purchase intention. Consumers may perceive secondhand clothing as items that express their individuality, thereby potentially increasing their willingness to purchase. Therefore, companies could effectively boost purchase intention for secondhand clothing by emphasizing unique designs and establishing a distinctive image. On the other hand, in the model of recycled clothing, uniqueness did not have a significant impact on purchase intention. Consumers may not prioritize uniqueness when considering recycled clothing. Therefore, it is considered that companies can potentially have a positive impact on purchasing intention by emphasizing the practicality of recycled clothing.

5.3. Limitations

This study has several limitations. Firstly, it focused exclusively on Japanese consumers, so the results may not be generalizable to other regions. Future research should include participants from different countries to compare results across diverse cultural contexts. Secondly, the data were collected through an online survey platform, which may introduce issues related to questionnaire design and sampling practices [59]. To address this, future studies should consider incorporating face-to-face surveys, as consumer attitudes might differ when they can physically interact with the products. Thirdly, this study targeted specific types of sustainable fashion, specifically recycled and secondhand clothing, without considering the influence of clothing types, such as skirts, jackets, pajamas, etc. Previous research by Dangelico et al. [17] on garments made of organic and alternative materials showed that factors influencing purchase intentions can vary depending on the material. Therefore, future research should expand to include various dimensions of sustainable fashion. Additionally, it would be beneficial to incorporate other latent variables into the model constructed in this study. Including variables, such as “ethical values” and “social responsibility of clothing companies”, which relate to fair trade and other people-conscious initiatives, could provide a more comprehensive analysis of the factors influencing consumer purchasing decisions [60,61].
Finally, while this study investigated the relationships among latent variables influencing consumers’ willingness to purchase by building a consumer acceptance model of sustainable fashion, future research should conduct consumer segment analysis and willingness to pay (WTP) studies to better identify the target group for sustainable fashion.

6. Conclusions

This study focused on recycled and secondhand clothing as sustainable fashion options and aimed to identify the factors influencing consumers’ willingness to purchase. The analysis revealed that different factors affect the willingness to buy recycled versus secondhand clothing.
A key finding for both recycled and secondhand clothing is that consumer perception of social responsibility and environmental values significantly influence purchasing intentions. Additionally, fashion-conscious and environmentally aware consumers are positively influenced by perceived value in their purchase decisions. Social networking site (SNS) usage also positively affects fashion interest, highlighting the importance of SNS-based information.
However, the impact of uniqueness varies between the two types of clothing. In the case of secondhand clothing, the uniqueness of the product is a significant factor shaping purchase intentions, as consumers view it as a means of expressing individuality. Conversely, for recycled clothing, uniqueness does not significantly affect purchase intentions.
These results indicate that factors influencing consumers’ purchase intentions differ based on the type of sustainable fashion, underscoring the need for segmented marketing strategies. By building a model based on the six latent variables—environmental concern, perceived value, fashion concern, SNS use, uniqueness, and purchase intention—this study has deepened our understanding of consumer behavior toward sustainable fashion.

Author Contributions

Conceptualization, Y.S.; methodology, Y.S.; software, R.S.; validation, R.S. and Y.S.; formal analysis, R.S.; investigation, R.S.; resources, Y.S.; data curation, R.S.; writing—original draft preparation, R.S.; writing—review and editing, Y.S.; visualization, R.S.; supervision, Y.S. All authors have read and agreed to the published version of the manuscript.

Funding

This research received no external funding.

Institutional Review Board Statement

This study was approved by the Research Ethics Committee at Tokyo University of Science for Medical and Biological Research Involving Human Subjects (approval code, 23054; approval date, 29 November 2023).

Informed Consent Statement

Not applicable.

Data Availability Statement

The data presented in this study are available on request from the corresponding author.

Conflicts of Interest

The authors declare no conflicts of interest.

References

  1. IPCC. 2023: Sections. In Climate Change 2023: Synthesis Report. Contribution of Working Groups I, II and III to the Sixth Assessment Report of the Intergovernmental Panel on Climate Change; Core Writing Team, Lee, H., Romero, J., Eds.; IPCC: Geneva, Switzerland, 2023; pp. 35–115. [Google Scholar] [CrossRef]
  2. United Nations Environment Programme (UNEP). UNEP Annual Report 2023: Keeping the Promise. Available online: https://digitallibrary.un.org/record/4047327?v=pdf (accessed on 5 June 2024).
  3. Camilleri, M.A.; Cricelli, L.; Mauriello, R.; Strazzullo, S. Consumer perceptions of sustainable products: A systematic literature review. Sustainability 2023, 15, 8923. [Google Scholar] [CrossRef]
  4. World Economic Forum. Future of Consumption in Fast-Growth Consumer Markets: ASEAN. Prepared in Collaboration with Bain & Company. Available online: https://www.weforum.org/publications/future-of-consumption-in-fast-growth-consumer-markets-asean/ (accessed on 5 June 2024).
  5. Fraccascia, L.; Giannoccaro, I. Analyzing CO2 emissions flows in the world economy using global emission chains and global emission trees. J. Clean. Prod. 2019, 234, 1399–1420. [Google Scholar] [CrossRef]
  6. Niinimäki, K.; Peters, G.; Dahlbo, H.; Perry, P.; Rissanen, T.; Gwilt, A. Author Correction: The Environmental Price of Fast Fashion. Nat. Rev. Earth Environ. 2020, 1, 278. [Google Scholar] [CrossRef]
  7. Cachon, G.P.; Swinney, R. The value of fast fashion: Quick response, enhanced design, and strategic consumer behavior. Manag. Sci. 2011, 57, 778–795. [Google Scholar] [CrossRef]
  8. Vehmas, K.; Raudaskoski, A.; Heikkilä, P.; Harlin, A.; Mensonen, A. Consumer attitudes and communication in circular fashion. J. Fash. Mark. Manag. 2018, 22, 286–300. [Google Scholar] [CrossRef]
  9. Yes Friends. Ethics and Sustainability. Available online: https://yesfriends.co/pages/ethics-sustainability?srsltid=AfmBOop4S1Arqi4hEgBFvVb05zCbUfNyPgreRIssq2JvbxbIiH2UJVtf (accessed on 5 June 2024).
  10. 8000Kicks. Our Material. Available online: https://www.8000kicks.com/pages/sustainability (accessed on 5 June 2024).
  11. Ministry of the Environment of Japan. Sustainable Fashion. Available online: https://www.env.go.jp/policy/sustainable_fashion/index.html (accessed on 9 May 2024).
  12. Wei, S.; Ang, T.; Jancenelle, V.E. Willingness to pay more for green products: The interplay of consumer characteristics and customer participation. J. Retail. Consum. Serv. 2018, 45, 230–238. [Google Scholar] [CrossRef]
  13. Kim, Y.; Choi, S.M. Antecedents of green purchase behaviour: An examination of collectivism, environmental concern, and PCE. Adv. Consum. Res. 2005, 32, 592–599. [Google Scholar]
  14. Kilbourne, W.; Pickett, G. How materialism affects environmental beliefs, concern, and environmentally responsible behaviour. J. Bus. Res. 2008, 61, 885–893. [Google Scholar] [CrossRef]
  15. Wang, J.; Pham, T.L.; Dang, V.T. Environmental consciousness and organic food purchase intention: A moderated mediation model of perceived food quality and price sensitivity. Int. J. Environ. Res. Public Health 2020, 17, 850. [Google Scholar] [CrossRef]
  16. Sheth, J.N.; Newman, B.I.; Gross, B.L. Why we buy what we buy: A theory of consumption values. J. Bus. Res. 1991, 22, 159–170. [Google Scholar] [CrossRef]
  17. Pereira, L.; Carvalho, R.; Dias, Á.; Costa, R.; António, N. How does sustainability affect consumer choices in the fashion industry? Resources 2021, 10, 38. [Google Scholar] [CrossRef]
  18. Dangelico, R.M.; Alvino, L.; Fraccascia, L. Investigating the antecedents of consumer behavioral intention for sustainable fashion products: Evidence from a large survey of Italian consumers. Technol. Forecast. Soc. Chang. 2022, 185, 122010. [Google Scholar] [CrossRef]
  19. Razzaq, A.; Ansari, N.Y.; Razzaq, Z.; Awan, H.M. The impact of fashion involvement and pro-environmental attitude on sustainable clothing consumption: The moderating role of Islamic religiosity. SAGE Open 2018, 8, 2158244018774611. [Google Scholar] [CrossRef]
  20. Lin, P.-H.; Chen, W.-H. Factors That Influence Consumers’ Sustainable Apparel Purchase Intention: The Moderating Effect of Generational Cohorts. Sustainability 2022, 14, 8950. [Google Scholar] [CrossRef]
  21. Wang, J.; Hsu, Y. Does sustainable perceived value play a key role in the purchase intention driven by product aesthetics? Taking smartwatch as an example. Sustainability 2019, 11, 6806. [Google Scholar] [CrossRef]
  22. Duarte, P.; Silva, S.C.; Roza, A.S.; Dias, J.C. Enhancing consumer purchase intentions for sustainable packaging products: An in-depth analysis of key determinants and strategic insights. Sustain. Futures 2024, 7, 100193. [Google Scholar] [CrossRef]
  23. Zhang, X.; Dong, F. Why do consumers make green purchase decisions? Insights from a systematic review. Int. J. Environ. Res. Public Health 2020, 17, 6607. [Google Scholar] [CrossRef] [PubMed]
  24. Chi, T.; Ganak, J.; Summers, L.; Adesanya, O.; McCoy, L.; Liu, H.; Tai, Y. Understanding Perceived Value and Purchase Intention toward Eco-Friendly Athleisure Apparel: Insights from U.S. Millennials. Sustainability 2021, 13, 7946. [Google Scholar] [CrossRef]
  25. Jung, S.; Jin, B. Sustainable development of slow fashion businesses: Customer value approach. Sustainability 2016, 8, 540. [Google Scholar] [CrossRef]
  26. Bielawska, K.; Grębosz-Krawczyk, M. Consumers’ Choice Behaviour Toward Green Clothing. Eur. Res. Stud. J. 2021, 24, 238–256. [Google Scholar] [CrossRef]
  27. Weber, S.; Weber, O. How Fashionable Are We? Validating the Fashion Interest Scale through Multivariate Statistics. Sustainability 2022, 14, 1946. [Google Scholar] [CrossRef]
  28. O’Cass, A. An Exploratory Assessment Fashion Clothing Involvement’s Influence on the Development of Perceptions of Product Knowledge Expertise and Confidence. In Asia Pacific Advances in Consumer Research; Tidwell, P.M., Muller, T.E., Eds.; 2001; Volume 4, pp. 288–295. Available online: https://www.researchgate.net/publication/29455123_An_exploratory_assessment_Fashion_clothing_involvement’s_influence_on_the_development_of_perceptions_of_product_knowledge_expertise_and_confidence (accessed on 5 June 2024).
  29. O’Cass, A. Fashion clothing consumption: Antecedents and consequences of fashion clothing involvement. Eur. J. Mark. 2004, 38, 869–882. [Google Scholar] [CrossRef]
  30. Gazzola, P.; Pavione, E.; Pezzetti, R.; Grechi, D. Trends in the fashion industry. The perception of sustainability and circular economy: A gender/generation quantitative approach. Sustainability 2020, 12, 2809. [Google Scholar] [CrossRef]
  31. Workman, J.E.; Lee, S.H. Vanity and public self-consciousness: A comparison of fashion consumer groups. Int. J. Consum. Stud. 2017, 41, 91–98. [Google Scholar] [CrossRef]
  32. Tian, K.T.; Bearden, W.O.; Hunter, G.L. Consumers’ need for uniqueness: Scale development and validation. J. Consum. Res. 2001, 28, 50–66. [Google Scholar] [CrossRef]
  33. Calderon Urbina, S.D.; Stamatogiannakis, A.; Goncalves, D. Consumers’ choices between products with different uniqueness duration. Eur. J. Mark. 2021, 55, 148–176. [Google Scholar] [CrossRef]
  34. Qin, Y.; Wang, X. Power distance belief and the desire for uniqueness. J. Bus. Res. 2023, 160, 113766. [Google Scholar] [CrossRef]
  35. Ding, J. Fashion, the self and the free spirits. Commun. Hum. Res. 2023, 31, 185–190. [Google Scholar] [CrossRef]
  36. Lundblad, L.; Davies, I.A. The values and motivations behind sustainable fashion consumption. J. Consum. Behav. 2016, 15, 149–162. [Google Scholar] [CrossRef]
  37. Snyder, C.R.; Fromkin, H.L. Uniqueness: The Human Pursuit of Difference; Plenum: New York, NY, USA, 1980. [Google Scholar]
  38. Sun, Y.; Wang, S. Understanding consumers’ intentions to purchase green products in the social media marketing context. Asia Pac. J. Mark. Logist. 2020, 32, 860–878. [Google Scholar] [CrossRef]
  39. Sun, Y.; Wang, R.; Cao, D.; Lee, R. Who are social media influencers for luxury fashion consumption of the Chinese Gen Z? Categorisation and empirical examination. J. Fash. Mark. Manag. 2021, 26, 603–621. [Google Scholar] [CrossRef]
  40. Bilal, M.; Jianqiu, Z.; Dukhaykh, S.; Fan, M.; Trunk, A. Understanding the Effects of eWOM Antecedents on Online Purchase Intention in China. Information 2021, 12, 192. [Google Scholar] [CrossRef]
  41. Ebrahimi, P.; Khajeheian, D.; Fekete-Farkas, M. A SEM-NCA approach towards social networks marketing: Evaluating consumers’ sustainable purchase behavior with the moderating role of eco-friendly attitude. Int. J. Environ. Res. Public Health 2021, 18, 13276. [Google Scholar] [CrossRef]
  42. Zhao, L.; Lee, S.H.; Copeland, L.R. Social media and Chinese consumers’ environmentally sustainable apparel purchase intentions. Asia Pac. J. Mark. Logist. 2019, 31, 855–874. [Google Scholar] [CrossRef]
  43. Shin, E.; Lee, J.E. What makes consumers purchase apparel products through social shopping services that social media fashion influencers have worn? J. Bus. Res. 2021, 132, 416–428. [Google Scholar] [CrossRef]
  44. Phua, J.; Jin, S.V.; Kim, J. Gratifications of using Facebook, Twitter, Instagram, or Snapchat to follow brands: The moderating effect of social influence. Comput. Hum. Behav. 2017, 72, 248–258. [Google Scholar] [CrossRef]
  45. Kapoor, K.K.; Tamilmani, K.; Rana, N.P.; Patil, P.; Dwivedi, Y.K.; Nerur, S. Advances in social media research: Past, present, and future. Inf. Syst. Front. 2018, 20, 531–558. [Google Scholar] [CrossRef]
  46. Chun, E.; Jiang, W.; Yu, J.; Ko, E. Perceived Consumption Value, Pro-environmental Belief, Attitude, eWOM, and Purchase Intention toward Upcycling Fashion Products. Fash. Text. Res. J. 2018, 20, 177–190. [Google Scholar] [CrossRef]
  47. Danish, M.; Ali, S.; Ahmad, M.A.; Zahid, H. The influencing factors on choice behavior regarding green electronic products: Based on the green perceived value model. Economies 2019, 7, 99. [Google Scholar] [CrossRef]
  48. Leclercq-Machado, L.; Alvarez-Risco, A.; Gomez-Prado, R.; Cuya-Velasquez, B.B.; Esquerre-Botton, S.; Morales-Ríos, F.; Almanza-Cruz, C.; Castillo-Benancio, S.; de las Mercades Anderson-Seminario, M.; Del-Aguila-Arcentales, S.; et al. Sustainable fashion and consumption patterns in Peru: An environmental-attitude-intention-behavior analysis. Sustainability 2022, 14, 9965. [Google Scholar] [CrossRef]
  49. Hasbullah, N.N.; Sulaiman, Z.; Mas’od, A.; Ahmad Sugiran, H.S. Drivers of Sustainable Apparel Purchase Intention: An Empirical Study of Malaysian Millennial Consumers. Sustainability 2022, 14, 1945. [Google Scholar] [CrossRef]
  50. Cayaban, C.; Prasetyo, Y.; Persada, S.; Borres, R.; Gumasing, M.; Nadlifatin, R. The influence of social media and sustainability advocacy on the purchase intention of Filipino consumers in fast fashion. Sustainability 2023, 15, 8502. [Google Scholar] [CrossRef]
  51. Kumar, P.; Ghodeswar, B.M. Factors affecting consumers’ green product purchase decisions. Mark. Intell. Plan. 2015, 33, 330–347. [Google Scholar] [CrossRef]
  52. Lin, C.A.; Wang, X.; Yang, Y. Sustainable Apparel Consumption: Personal Norms, CSR Expectations, and Hedonic vs. Utilitarian Shopping Value. Sustainability 2023, 15, 9116. [Google Scholar] [CrossRef]
  53. Park, H.H. Perceived value dimensions of up-cycling fashion goods and the relationship with attitude and purchase intention: The moderating effect of fashion innovativeness. J. Korean Soc. Cloth. Textiles 2015, 39, 257–270. [Google Scholar] [CrossRef]
  54. Wang, Y.; Tian, Y. The impact of new energy vehicle product attributes on consumer purchase intention in the backdrop of sustainable development goals. Sustainability 2023, 15, 1989. [Google Scholar] [CrossRef]
  55. Shetty, K.J.; Kotian, S. A systematic review and research agenda of body image and fashion trends. Int. J. Case Stud. Bus. IT Educ. 2023, 7, 422–447. [Google Scholar] [CrossRef]
  56. Gam, H.J. Are fashion-conscious consumers more likely to adopt eco-friendly clothing? J. Fash. Mark. Manag. 2011, 15, 178–193. [Google Scholar] [CrossRef]
  57. Madhura, K.; Panakaje, N. Customer perception in relationship between social media and purchasing behavior of fashion products. Int. J. Case Stud. Bus. IT Educ. 2022, 6, 67–98. [Google Scholar] [CrossRef]
  58. Abrar, M.; Sibtain, M.M.; Shabbir, R. Understanding purchase intention towards eco-friendly clothing for generation Y & Z. Cogent Bus. Manag. 2021, 8, 1997247. [Google Scholar] [CrossRef]
  59. Wright, K.B. Researching Internet-based populations: Advantages and disadvantages of online survey research, online questionnaire authoring software packages, and web survey services. J. Comput.-Mediat. Commun. 2005, 10, JCMC1034. [Google Scholar] [CrossRef]
  60. Osburg, V.-S.; Akhtar, P.; Yoganathan, V.; McLeay, F. The influence of contrasting values on consumer receptiveness to ethical information and ethical choices. J. Bus. Res. 2019, 104, 366–379. [Google Scholar] [CrossRef]
  61. Švikruhová, P.; Zábojníková, V.; Kapsdorferová, Z. Environmental management and its impact on CSR activities in the field of sustainable development. TalTech J. Eur. Stud. 2023, 13, 63–86. [Google Scholar] [CrossRef]
Sustainability 16 10223 g001
Figure 1. SEM models of recycled and secondhand clothing.
Figure 1. SEM models of recycled and secondhand clothing.
Sustainability 16 10223 g001
Table 1. Socio-demographic characteristics of the sample (N = 238).
Table 1. Socio-demographic characteristics of the sample (N = 238).
N (238)
GenderMale121
Female117
Age20s18
30s19
40s36
50s37
60s64
70s56
80s8
JobPublic official5
Manager/Executive4
Company employee (clerical)23
Company employee (technical)15
Company employee (other)19
Self-employed25
Free business3
Full-time housewife55
Part-time job35
Student2
Other52
Marital statusSingle79
Married159
Parental statusYes160
No78
Table 2. Reliability and validity in question.
Table 2. Reliability and validity in question.
Recycled Clothing
MSDαCRAVEASVMSV
Environmental consciousnessI try not to buy unnecessary things.5.481.110.6180.7820.5450.0550.190
When throwing away trash, I separate it for recycling.5.851.26
I try to save electricity and water.5.641.26
Interest in fashionI am interested in fashion.3.621.810.6850.8750.7020.1280.246
I like buying clothes.3.891.58
When there are clothes I want, I want to buy them immediately.3.231.63
Use of SNSI regularly browse social media (Instagram, Twitter, YouTube, Facebook, etc.).4.002.090.6370.8170.6040.0590.164
I often find out about trends through social media (Instagram, Twitter, YouTube, Facebook, etc.).3.181.82
I often see posts from influencers on social media (Instagram, Twitter, YouTube, Facebook, etc.).2.541.66
Perceived valueI think buying clothes made from recycled materials contributes to the realization of a circular economy.4.611.480.8480.9800.9250.1110.190
I think buying clothes made from recycled materials contributes to curbing global warming.4.601.51
I think buying clothes made from recycled materials contributes to resource conservation.4.791.49
I think buying clothes made from recycled materials helps reduce environmental problems.4.721.49
Purchase intentionI want to buy clothes made from recycled materials.4.261.420.7020.7600.5140.1110.190
I would like to buy clothes made from recycled materials if they are inexpensive.4.841.52
I would like to buy clothes made from recycled materials if the fabric is durable and feels good.4.981.51
UniquenessI want to wear clothes that are different from what everyone else is wearing.3.841.490.7170.9210.7960.1170.246
I am attracted to unique fashion.3.471.62
I want to express my individuality through my clothing.3.431.62
Secondhand Clothing
MSDαCRAVEASVMSV
Environmental consciousnessI try not to buy unnecessary things.5.481.110.6180.7980.5690.0520.137
When throwing away trash, I separate it for recycling.5.851.26
I try to save electricity and water.5.641.26
Interest in fashionI am interested in fashion.3.621.810.6850.8560.6650.1040.257
I like buying clothes.3.891.58
When there are clothes I want, I want to buy them immediately.3.231.63
Use of SNS I regularly browse social media (Instagram, Twitter, YouTube, Facebook, etc.).4.002.090.6370.4600.2280.1040.257
I often find out about trends through social media (Instagram, Twitter, YouTube, Facebook, etc.).3.181.82
I often see posts from influencers on social media (Instagram, Twitter, YouTube, Facebook, etc.).2.541.66
Perceived valueI think buying second-hand clothes contributes to the realization of a circular economy.4.551.470.8570.9790.9220.2200.386
I think buying second-hand clothes contributes to curbing global warming.4.471.49
I think buying second-hand clothes contributes to resource conservation.4.631.49
I think buying second-hand clothes helps reduce environmental problems.4.521.50
Purchase intentionI want to buy second-hand clothes.3.921.590.7330.8520.6610.1540.386
I would like to buy second-hand clothes if they are inexpensive.4.301.74
I would like to buy second-hand clothes if the fabric is durable and feels good.4.421.68
UniquenessI want to wear clothes that are different from what everyone else is wearing.3.841.490.7170.9260.8080.1710.257
I am attracted to unique fashion.3.471.62
I want to express my individuality through my clothing.3.431.62
Disclaimer/Publisher’s Note: The statements, opinions and data contained in all publications are solely those of the individual author(s) and contributor(s) and not of MDPI and/or the editor(s). MDPI and/or the editor(s) disclaim responsibility for any injury to people or property resulting from any ideas, methods, instructions or products referred to in the content.

Share and Cite

MDPI and ACS Style

Sueda, R.; Seo, Y. Understanding Consumer Perception of Sustainable Fashion in Japan: Insights Based on Recycled and Secondhand Clothing. Sustainability 2024, 16, 10223. https://doi.org/10.3390/su162310223

AMA Style

Sueda R, Seo Y. Understanding Consumer Perception of Sustainable Fashion in Japan: Insights Based on Recycled and Secondhand Clothing. Sustainability. 2024; 16(23):10223. https://doi.org/10.3390/su162310223

Chicago/Turabian Style

Sueda, Ryutaro, and Yuna Seo. 2024. "Understanding Consumer Perception of Sustainable Fashion in Japan: Insights Based on Recycled and Secondhand Clothing" Sustainability 16, no. 23: 10223. https://doi.org/10.3390/su162310223

APA Style

Sueda, R., & Seo, Y. (2024). Understanding Consumer Perception of Sustainable Fashion in Japan: Insights Based on Recycled and Secondhand Clothing. Sustainability, 16(23), 10223. https://doi.org/10.3390/su162310223

Note that from the first issue of 2016, this journal uses article numbers instead of page numbers. See further details here.

Article Metrics

Back to TopTop