The dilemma of purchasing second-hand clothing has been discussed for a long time. On the one hand, it may help the environment, while on the other hand it also carries some risks. The purpose of this study was to examine the factors that influence second-hand clothing repurchase Intention among Indonesian towards purchase intention. Based on the consumers’ preferences, seven factors that influence repurchase intention are proposed in terms of individual preferences and economic perspectives. This study provides a comprehensive perspective of purchasing second-hand clothes, including the eco-consciousness, frugality, need for status, perceived concern or risk, originality, and bargain hunting. From 373 total questionnaire responses, 253 valid responses were collected from across Indonesia. Partial Least Square (PLS) path modelling approach and structural equation modelling (PLS-SEM) technique was performed to test the proposed hypothesis. This study found that eco-consciousness, frugality, need for status, and originality influence people to purchase second-hand clothes, with frugality as the most significant factor. However, perceived concern and bargain-hunting are found insignificant in shaping the intention to purchase second-hand clothes. Further, there is a positive relationship between second-hand purchase intention and second-hand repurchase intention. The practical and managerial implication is discussed.

Keywords: Marketing, Communication, Advertising, Brand Heritage