Pakistani Consumers and Purchasing Secondhand Clothes: A Study of Post Covid-19 in Digital Era

Abstract

The business of second-hand clothes is emerging in the modern society in current digital era. There are different factors that are leading consumers to purchase these clothes. The purpose of this study is to determine the impact of secondhand clothes (SHC) in Pakistani consumers and purchasing. This research has used primary data collected with random Pakistani consumers. The data is analyzed by Smart PLS 3 for empirical findings. This research concluded that the brand awareness, need for uniqueness and socio-environmental awareness has significant impact on purchasing second-hand clothes. Further this research model is novel in the body of knowledge based on its variables. These findings are theoretically and practically important to enhance the body of knowledge and practice of secondhand clothes business as well. This research future directions are a way forward for the scholars to enhance the body of knowledge further.