Perceived risk and second-hand clothing consumption: a moderated-moderation model

Abstract

PurposeThis study aims to investigate the three-way interaction effect of sanitary risk, aesthetic risk and psychological risk on consumers' purchase intention for second-hand clothing (SHC) based on perceived risk theory.Design/methodology/approachA survey method is used to collect data from consumers, and the final valid sample comprises 290 respondents. Partial least squares structural equation modelling (PLS-SEM) and PROCESS macro are used to analyse the data.FindingsThe results reveal that aesthetic risk moderates the negative influence of sanitary risk on purchase intention, such that the negative influence is stronger when aesthetic risk is high. In addition, the three-way interaction effect of sanitary risk, aesthetic risk and psychological risk on consumers' purchase intention for SHC is found to be significant. That is, the negative influence of sanitary risk on purchase intention is strongest when both aesthetic risk and psychological risk are high.Originality/valuePrevious studies have only examined the direct effect of perceived risk on consumers' purchase intention for SHC. This study contributes to perceived risk theory by examining the joint moderating effect of aesthetic risk and psychological risk on the relationship between sanitary risk and purchase intention in the context of SHC.