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.