The Moderating Effect of Green Self-Identity and Psychological Ownership Between Values and Purchase Intention: A Study on Second-Hand Clothing

The Moderating Effect of Green Self-Identity and Psychological Ownership Between Values and Purchase Intention: A Study on Second-Hand Clothing

侯玉芳(Stefanie Ibrahim)

指導教授 ： 陳怡穆

共同指導教授 ： Ferry Jaolis(Ferry Jaolis)

義守大學/管理學院/企業管理學系/碩士(2024年)

摘要

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關鍵字

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並列摘要

In recent years, the trend of second hand-clothing has become more popular. In Indonesia, consumers are showing a growing interest in eco-friendly clothing, leading to rapid rise in the demand for second-hand clothing. The purpose of this research was to investigate how consumption values influenced the consumers’ attitude toward purchasing second-hand clothing, thereby driving their intention to make such purchases. Furthermore, this research also examined the moderating role of green self-identity and psychological ownership. The theoretical framework employed in this research integrated the Theory of Reasoned Action and the Theory of Consumption Values. Through a quantitative method, a survey was conducted among 211 Indonesian consumers who had purchased second-hand clothing in the past 6 months. Data were collected through both a research company and a self-administered online survey, then analyzed using partial least squares structural equation modeling (PLS-SEM) through SmartPLS 4.0. The results revealed that emotional, epistemic, functional and economic values positively shaped attitude toward purchasing second-hand clothing, with attitude significantly influenced purchase intention. However, there was no evidence supporting the positive impact of social value on attitude. Additionally, green self-identity was found to moderate the relationship between attitude and purchase intention, while psychological ownership did not show a significant effect. These findings offer valuable insights for second-hand clothing platforms and stores to develop tailored strategies and promotions. Emphasizing the four significant consumption values and the moderating impact of green self-identity, promoting second-hand clothing as a stylish, affordable and environmentally-friendly clothing alternative.

並列關鍵字

consumption value ； attitude ； purchase intention ； green self-identity ； psychological ownership

參考文獻

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