1 Introduction

In recent times, there has been a noticeable surge in the promotion of sustainable development and a heightened awareness of the necessity for eco-conscious consumption practices. This trend is observable not only within academic circles but also throughout various sectors of society. The fashion industry, once synonymous with innovation and creativity, now finds itself at a pivotal moment of reckoning. Amidst growing concerns over environmental degradation, resource depletion, and social injustice, the call for sustainability has reverberated throughout the corridors of couture and fast fashion alike. The prevailing business model of the clothing industry, known as fast fashion, has significantly influenced the volume and pace of waste production due to its emphasis on affordability, large-scale production, diverse product offerings, and rapid turnover [1,2,3,4]. At the heart of this paradigm shift lies the concept of recycled clothing, heralded as a beacon of hope in the quest for a more sustainable and eco-friendly wardrobe. Recycled clothing represents a sustainable alternative to conventional fashion by reducing the demand for new resources, minimizing waste generation, and promoting a circular economy model [5] within the textile industry.

In the face of mounting evidence of the fashion industry's adverse impacts, the imperative to embrace sustainability has never been more urgent. From the carbon emissions generated by textile production to the mountains of discarded garments languishing in landfills, the environmental toll exacted by conventional fashion practices is staggering. Against this backdrop, recycled clothing emerges as a compelling solution—a tangible manifestation of the circular economy ethos, where waste is transformed into a valuable resource [6, 7]. The relevance of recycled clothing in fostering sustainability extends beyond mere environmental considerations. At its core lies a profound shift in consumer consciousness—a growing recognition of the interconnectedness between fashion choices and planetary well-being. As individuals increasingly seek to align their values with their purchasing power, the demand for sustainable alternatives has surged, catalyzing a seismic shift in consumer behaviour [8, 9].

Within this context, the concept of a sustainable wardrobe a curated collection of clothing crafted with environmental and ethical considerations in mind takes centre stage. Recycled clothing, with its promise of reducing waste, conserving resources, and minimizing environmental footprint, emerges as a cornerstone of this sartorial revolution. By extending the lifespan of textiles, repurposing discarded materials, and embracing innovative production methods, recycled clothing embodies the ethos of sustainability in its truest form [10,11,12].

Moreover, the relevance of recycled clothing in the pursuit of a sustainable wardrobe extends beyond its environmental impact. It represents a tangible manifestation of values of conscious consumption, ethical stewardship, and social responsibility [13, 14]. By choosing recycled garments, consumers not only express their commitment to sustainability but also signal their support for a fashion industry that prioritizes transparency, accountability, and human dignity. As we embark on this journey towards a more sustainable future, the role of recycled clothing in shaping our collective wardrobe cannot be overstated. From haute couture to streetwear, from runway to retail, its influence permeates every facet of the fashion ecosystem.

India's textile and clothing industry, renowned for its abundant raw materials and skilled workforce, holds significant global sourcing prominence. Contributing 2% to the country's GDP, 12% to exports, and engaging over 45 million workers, it is a vital economic sector [15]. However, like elsewhere, textile production in India generates substantial waste across pre-consumer, domestic post-consumer, and imported waste streams. While India excels in mechanical recycling, it lacks a comprehensive circular approach to textile waste management. Amidst global calls for circularity in the textile industry, India stands poised to leverage its existing infrastructure and resources to emerge as a leading circular sourcing region.

In prior global research on recycled fashion, the focus has primarily been on the influencing factors like Individual-related, Product-related, and Context-related [16]; Integrating Perceived Risk [15, 17]; environmental concern, perceived value, personal norms, and willingness to pay [18]; perceived environmental knowledge, subjective norms, sustainable label awareness [19]; environmental knowledge; product knowledge; perceived value [20]. However, there remains ambiguity regarding the specific criteria consumers in India utilize to evaluate the worth of recycled clothing, particularly considering the nascent stage of the recycled clothing industry in the country.

This research aims to investigate the determinants influencing Indian consumers' preference for recycled clothing. Its goal is to develop a framework and propose policy recommendations to encourage recycled fashion consumption in India. The primary inquiries of this study are as follows.

  • RQ1: How do personal, social, product-related, environmental, and promotional factors influence consumers' purchase behaviour regarding recycled clothing?

  • RQ2: What are the specific effects of key motivators derived from personal, social, product-related, environmental, and promotional factors on consumers' purchasing behaviour towards recycled clothing, and how do these factors interact to shape consumer decisions in this context?

1.1 Objectives of the study

The study aims to achieve three primary objectives. By addressing these objectives, the article aims to understand the purchase behaviour of recycled clothing in the clothing industry. The objectives are:

  1. 1.

    Reviewing and analyzing the academic literature on recycled clothing purchase behaviour to understand sustainability concepts related to clothing to identify the gap in the study area.

  2. 2.

    Exploring the impact of key motivators derived from personal factors, social factors, product-related factors, environmental factors, and promotional factors on purchase behaviour specifically related to recycled clothing.

  3. 3.

    Investigating the effects of these motivating factors on consumers’ purchasing behaviour towards recycled clothing.

These objectives are hypothetically tested to analyse the precursors such as personal factors, social factors, product-related factors, and promotional factors, environmental and economic factors on consumers' purchase behaviour regarding recycled clothing. The study adds to the existing literature on factors inflating the buying behaviour towards recycled clothing. Also, it extends the knowledge about recycled clothes evaluating how these factors affect purchase behaviour.

The rest of the paper is organized into five distinct sections. Section 2 entails a thorough examination of pertinent literature, highlighting its main themes and focal points. Here, we introduce the study's conceptual framework and establish the research hypotheses. In the subsequent Sect. 3, the research methodology applied in this investigation is outlined. Section 4 scrutinizes the outcomes and subjects the formulated hypotheses to testing. Finally, Sect. 5 presents the concluding segments of the article, offering insights drawn from the study findings, alongside recommendations for future research avenues.

2 Literature review

2.1 Recycled clothing and sustainability

Traditionally, the lifecycle of textile products has followed a linear economic model: resources are extracted, textiles are produced, used, and eventually discarded. The volume of textile production is at an all-time high, surpassing what can be attributed to population growth. As a result, vast amounts of unwanted products are being discarded, with the majority ending up in landfills or being incinerated. There is a transition to a circular economy aiming at reducing unwanted sinks like land, air, and water systems keeping products and materials within the economy. Unlike the linear economic model, a circular economy aims to design products for durability, reusability, and repairability and utilising material that can be recovered and recycled at the end of their life cycle, significantly reducing waste and environmental impact [21]. A circular economy is characterized by considerations of resource scarcity, environmental impacts, and economic advantages. It involves optimizing resource usage through cleaner production methods and enhancing the value of material cycles through circular strategies, thereby improving both technical and biological resource cycles [22,23,24]. Within the framework of the circular economy, recycling has re-emerged as a crucial component, garnering increased attention and political support in recent years [25]. Gaur et al. [26] define recycling as the act of repurposing materials from used products, rather than sourcing new raw materials, to manufacture new products of comparable quality.

Recycled clothing involves the process of repurposing textile waste by breaking it down into raw materials, which are subsequently utilized in the manufacturing of new clothing items [9, 27, 28]. Recycled clothing is increasingly acknowledged as a promising and sustainable approach to minimizing material and energy usage, thereby fostering sustainable production and consumption within the textile and clothing industries [8, 9]. The idea of the circular economy has been receiving more notice from various sectors including individuals, industries, governments, and academia [29]; the focus primarily stems from the heightened awareness of environmental and social concerns, necessitating deliberate decisions and responsible consumption of limited resources [30].

Furthermore, the circular economy serves as a means to advance the United Nations Sustainable Development Goals (SDGs), a set of 17 objectives. Particularly, SDG 12 targets sustainable production and consumption by advocating for reduced usage and effective management of goods and natural resources [31,32,33]. Sustainable fashion represents a movement and dedication aimed at catalyzing transformation in both fashion products and the overall fashion industry, with a focus on enhancing ecological sustainability and promoting social equity [22, 33]. While sustainable clothing is often linked to environmental concerns, its evaluation encompasses a broader spectrum beyond eco-friendliness. This includes considerations such as fair production practices, economic viability, qualitative advancements, and consumers' rational spending behaviours, as well as their inclination towards diversity [34].

2.1.1 Identifying unexplored precursors of consumer behaviour research on recycled clothing

Existing research on consumers' purchase behaviour of recycled clothing lacks a comprehensive approach to fully explain this phenomenon. To address this gap, there is a need for a holistic framework that identifies the primary factors influencing the purchase behaviour of recycled clothing. By developing a framework, researchers can gain a deeper understanding of recycled clothing purchase behaviour and bridge the existing knowledge gap in this context. Thus, with consideration of the literature review presented, five research hypotheses are framed and presented in the research methodology.

2.2 Personal factors

Individuals attribute certain qualities to objects they associate with, subsequently evaluating these objects as either positive or negative, ultimately shaping their attitude toward the object. Attitude reflects the extent to which an individual views a behaviour favorably or unfavorably. Research demonstrates that attitude significantly influences purchase intention [35, 36], with several studies identifying it as a crucial factor affecting purchase intention [37,38,39,40]. Hence the present study poses its H1 as follows:

H1

Personal factors have a significant impact on the buying behaviour of recycled clothing.

2.3 Social factors

Consumers experience a direct influence on their behaviour from the people they hold in high regards, such as friends, family, and colleagues. This influence stems from the desire for social approval and the weight of expectations relating to purchase decisions [41]. Earlier studies [28, 42,43,44,45,46] found that subjective norms influenced intention. Wang et al. [43] highlight the significance of subjective norms as a key factor influencing consumers' decisions to engage in green purchasing behaviour. Milton et al. [47] identified the direct relation to sustainable attitude. Based on the review the H2 is framed as:

H2

Social norms have a significant impact on the buying behaviour of recycled clothing.

2.4 Product-related factors

Product-related factors play a significant role in shaping consumers' purchase intention of recycled products. These factors can influence consumers' perceptions of the product's quality, design, functionality, and value proposition. Wang et al. [48] studied remanufactured goods and showed a negative relation to purchase intention. Researcher [49] examined the impact of perceived quality on purchase intention for recycled PET products, while Magnier et al. [50] employed a similar methodology to assess perceived quality. In our study, we adopt a combined approach inspired by the review to evaluate the purchase behaviour towards recycled products. The present study considers the key product-related factors such as quality and design, availability, durability, ease of care, and material sourcing. Hypothesis 3 is formulated.

H3

Product-related factors have a significant impact on the buying behaviour of recycled clothing.

2.5 Environmental and economic

Consumers having intrinsic concern about the society and environment engage in environment protection behaviour. Concern for the environment emerges only when they realise the damage to the environment [51] and in turn, they build ecological attitudes and values [52]. Environment or ecological concern is identified by researchers as one of the significant precursors directly impacting green product purchase intention [53]. Past studies have reported a strong influence of environmental concern on green behaviour [54,55,56].

The economic aspect is crucial in studying the influence on consumer purchasing behaviour in the clothing industry. Consumers make decisions based on a cost–benefit analysis aligned with their preferences and financial capabilities [57, 58]. Based on the review provided, it is clear that environmental concerns and economic factors do contribute to reducing environmental degradation. Hence, the study poses Hypothesis 4 as follows:

H4

Environment and economic factors have a significant impact on the buying behaviour of recycled clothing.

2.6 Promotional activity factor

The promotion construct encompasses communication activities aimed at ensuring that potential consumers become aware of products and, ultimately, consider purchasing them [59]. Previous studies have orated that promotions have a positive influence on customer purchase decisions [60, 61]; green advertisement enhances green purchase behaviour [62]; green promotion activities positively impact green purchase behaviour [63]; advertising influences people's attitudes toward remanufactured heavy-truck engines [64]; promotion of green products positively affects purchase intention [65]; eco-labeling positively influences behaviour toward purchasing green products [66]. Aligning promotional efforts with the target audience's values, leveraging social influence, and providing incentives can encourage consumers to develop a higher purchase intention toward recycled products. Factors included in the study are marketing campaigns, Discounts and promotions, Brand reputation, and Social media promotion. Based on the review and in collaboration with Stone et al. [1], the study proposed H5 as follows:

H5

Promotional factors have a significant impact on the buying behaviour of recycled clothing.

3 Research methodology

The study adopted a quantitative design approach to gather numerical data suitable for statistical analysis. A questionnaire was framed to examine the factors influencing the buying behaviour towards recycled clothing. Table 1 shows the sources of the scale items adapted after the extant review. A preliminary-test was conducted with a sample of 40 respondents to ensure the clarity of wording, sentence formation, and completeness of the questions. The questionnaire had two sections, section A measures the demographic information of the respondents, and Section B encompasses inquiries about personal factors, social factors, product-related factors, promotional factors, and environmental and economic factors that influence the purchasing behaviour of recycled clothing. All the items were measured on 5 5-point Likert scale (Strongly disagree to strongly agree). The sample size is drawn from a larger population of clothing consumers to ensure equal representation of all population members using random sampling. The data was collected from a sample of 420 respondents through offline and online platforms (email, WhatsApp). Among 420 responses, 175 responses were collected offline through personal interviews in various malls in India, and the remaining 245 the responses were collected via online platforms. The collected data was analyzed using descriptive statistics to provide an overview of the participant's demographic characteristics and responses to the questionnaire. Further SEM analysis was used to test the hypotheses.

Table 1 Scale measuring purchase behaviour of recycled clothing
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Table 1 depicts the evidence for convergent validity and justifies the three conditions as advocated by Hair et al. [73]. (a) CR values are greater than the threshold of 0.7 (b) AVE values are greater than 0.5 and (c) the standardised factor loading is greater than 0.5.

4 Data analysis and interpretation

Descriptive analysis of the research respondent's profile involves summarizing and interpreting the demographic and other relevant characteristics of the sample population which provides a comprehensive understanding of the characteristics of the study population, which is necessary for drawing meaningful conclusions and generalizing findings to larger populations. Table 2 shows the detailed report of the demographic profile of the respondents which includes gender, age, education qualification, yearly income, and type of family of the respondents.

Table 2 Respondent’s profile
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It is found from Table 2, that most of the respondents are female, and fall in the 26 to 40 age group. The majority of them are post-graduates and above. The majority of them are private sector service employees and students. Majority of the respondents are earning less than 5 lakh as their annual income. Most of them are married and are living in a nuclear family.

4.1 Structural equation model

The structural Equation Model is used to examine the relationship between consumer buying behaviour towards recycled clothing (dependent variable) and 5 constructs (independent variables) Personal Factors, Social Factors, Product-Related Factors, Promotional Factors, and Environmental and Economic Factors. The purpose of utilizing Structural Equation Modeling (SEM) analysis in this research is to comprehensively investigate the intricate relationships among the key factors influencing the purchasing behaviour of recycled clothing. SEM offers a robust framework for modeling the complex interdependencies between observed and latent variables, including personal aspects, social influences, product-related attributes, promotional considerations, and environmental and economic aspects. The fitness of a statistical model indicates how well it fits in with several data. The maximum likelihood (ML) estimate was assessed using AMOS 18. Table 3 provides the different indices to evaluate the fitness of the model employed.

Table 3 Model fit analysis of recycled clothing buying behavior.
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The analysis of the model fit for recycled clothing buying behaviour, as presented in Table 3 reveals a strong alignment between the model and the data. The CMIN/DF has a value of 2.21, comfortably below the recommended cut-off of ≤ 3, which suggests a favorable fit. The P value is 0.06, indicating that it is lower than the threshold of > 0.05, further supporting the model's goodness of fit. Moreover, key fit indices, including the GFI at 0.930, the AGFI at 0.912, the NFI at 0.902, the CFI at 0.962, the RMSEA at 0.048, and the TLI at 0.952, all meet or exceed their respective recommended cut-off values. This comprehensive assessment underscores that the model effectively captures the dynamics of recycled clothing buying behaviour, lending credibility to the study's findings.

4.2 Results of hypothesis testing

Table 4 shows the AMOS results of independent variables' significant influence on the buying behaviour of recycled clothing, and the results for each independent variable are as follows:

Table 4 Regression weights of estimated model.
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The standardized coefficient of five impacting factors of recycled clothing buying behaviour generated from the SEM analysis is exhibited in Fig. 1. The detailed analysis of each hypothesis is as follows:

Fig. 1
figure 1

SEM model shows the five factors of recycled clothing buying behavior

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The AMOS results suggest that all independent variables significantly influence the buying behaviour of recycled clothing, and the results for each independent variable are as follows:

4.2.1 Impact of personal factor on recycled clothing buying behaviour (H1)

The coefficient estimate for personal factors is 0.67, suggesting a strong positive association between personal factors and buying behaviour of recycled clothing. The S.E. of the estimate is 0.027, and the C.R. is 2.198, indicating that the estimate is statistically significant (P < 0.05). This suggests that personal factors, such as individual attitudes, beliefs, and values significantly influence the buying behaviour of recycled clothing. Further, the beta value of 0.67 signifies that among the five motivators, personal factors play the second most motivator of recycled clothing buying behaviour. Hence, H1 is accepted.

4.2.2 Impact of social factors on recycled clothing buying behaviour (H2)

The coefficient estimate for social factors is 0.26, suggesting a positive association between social factors and buying behaviour of recycled clothing. The S.E. of the estimate is 0.027, and the C.R. is 2.08, indicating that the estimate is statistically significant (P < 0.05). This suggests that social influencers encompassing family, peers, and societal conventions, can influence the buying behaviour of recycled clothing. This influence stems from the desire for social approval and the weight of expectations relating to purchase decisions. Hence, H2 is accepted.

4.2.3 Impact of product-related factors on recycled clothing buying behaviour (H3)

The coefficient estimate for product-related factors is 0.12, suggesting a favorable correlation between factors related to the product and the purchasing behaviour of recycled clothing. The S.E. of the estimate is 0.027, and the C.R. is 3.931, indicating that the estimate is highly statistically significant (P < 0.001). This suggests that product-related factors, such as product design, quality, and price, can significantly influence the buying behaviour of recycled clothing. This is the least motivating factor when compared to other factors, as consumers prioritize personal values, promotional messaging, and environmental concerns when making eco-friendly purchase decisions. Hence, H3 is accepted.

4.2.4 Impact of promotional factor on recycled clothing buying behaviour (H4)

The coefficient estimate for promotional factors is 0.92, suggesting a strong positive association between promotional factors and buying behaviour of recycled clothing. The S.E. of the estimate is 0.042, and the C.R. is 17.666, indicating that the estimate is highly statistically significant (P < 0.001). This suggests that promotional factors, such as advertising and sales promotions, can significantly influence the buying behaviour of recycled clothing. With the highest beta value of 0.92, Promotional factors play a prominent role in motivating recycled clothing purchase behaviour.

4.2.5 Impact of environmental and economic factors on recycled clothing buying behaviour (H4)

The coefficient estimate for environmental and economic factors is 0.35, indicating that there is a positive relationship between environmental and economic factors and the buying behaviour of recycled clothing. The S.E. of the estimate is 0.033, and the C.R. is 9.848, indicating that the estimate is highly statistically significant (P < 0.001). This suggests that environmental and economic factors, such as environmental awareness and economic benefits, can significantly influence the buying behaviour of recycled clothing.

5 Discussion and conclusion

The study on recycled clothing buying behaviour highlights the importance of understanding the factors that influence consumers' purchasing decisions. The current study found that promotional factors have a strong association with the buying behaviour of recycled clothing as effectively communicate environmental benefits, and incentives, create a sense of eco-friendly attitude, and in turn motivate consumers to make purchase. A well-executed promotion and social media engagement increase consumer awareness, and perception of value-enhancing purchase intention and familiarity-seeking behaviour according to a study by Yu and Lee [74]. The next motivating factor identified is the personal factors including aspects like feeling towards recycled clothing, the uniqueness of the clothing, and their knowledge about recycled clothing on buying behaviour. Also, consumers' changing attitudes towards eco-friendliness and minimalism concepts create a desire to buy eco-friendly products. These findings aligned with the study conducted by Samiee and Chabowski [75]. Another key finding of this study highlights the significant role of social factors in motivating consumers to buy recycled clothing. Specifically, the findings indicate that the perception of recycled clothing as conferring social status and approval, as well as the desire to set a positive example for others by using recycled products, are among the most impactful factors influencing consumer behaviour as it aligned with the study conducted by Khare [76]. Product-related factors such as price, quality, and design are the least influencing factor which is supported by the study Wang and Zeng [77] and is contradictory to the study findings of Jin et al. [20]. Findings highlight the pivotal role of social influence and societal norms in shaping individual purchasing decisions regarding sustainable fashion which is supported by the study conducted by Varshneya et al. [78]. Khare’s [76] supports this, indicating that past environmental behaviour, peer influence, and green clothing knowledge impact perceived benefits and purchase decisions. The findings of the study will help the upcoming fashion industry to do research into recycling clothing further, leading to the development of innovative recycling technologies and processes. By focusing on sustainability and resource conservation, the fashion industry can meet the increasing demand for eco-friendly products and contribute to a more sustainable future [79]. Additionally, educating consumers about the environmental benefits of recycled clothing can further encourage their adoption, driving market growth and fostering a culture of sustainable consumption.

5.1 Implications of the study

The current study results indicate that it is essential for managers to understand that promotional factors play a crucial role in impacting the buying behaviour of consumers towards recycled clothing. marketers can focus on highlighting the environmental benefits of recycled clothing in their promotional activities to leverage consumers' growing eco-consciousness. There is a need to tailor their marketing strategies, and educational campaigns to enhance awareness and create a positive motivation towards environmentally concerned products in turn this drives the market growth in the sustainable fashion sector. The finding of the study has implications for policymakers, where policymakers can use the findings to develop policies and initiatives that encourage the production and consumption of recycled apparel. For example, they can provide tax incentives for manufacturers who use recycled materials or provide subsidies for consumers who purchase recycled apparel. By understanding the factors that influence consumer behaviour, governments can develop policies and programs that encourage sustainable practices in the fashion industry.

5.2 Future research direction

Further studies in the present area could focus on a higher sample size and alternative methods can be used to better understand recycled buying behaviour. Additionally, cultural beliefs and religiosity on the usage of recycled clothing can be explored. An in-depth study on the influence of social media and social media marketing can contribute valuable insights to enhance sales and shape customers' attitudes towards recycled clothing.