Exploring Consumer Intentions towards Second-Hand Clothing among Generation Z in Malaysia

<jats:p>This study investigates the factors influencing consumer intentions towards secondhand clothing among Generation Z in Malaysia. Utilizing the Theory of Planned Behavior (TPB) as a framework, the research examines the impact of convenience, attitude, price, and product quality on purchase intentions. Data were collected through an online survey with 200 respondents. Statistical analysis, including regression analysis, revealed that price and quality significantly influence consumer intentions, while convenience and attitude do not. The findings highlight the importance of high-quality and affordable second-hand clothing in attracting Generation Z consumers. This research provides valuable insights for businesses and marketers aiming to target eco-conscious and budget-savvy young consumers. The study also suggests areas for future research, including exploring generational differences and expanding the geographical scope.</jats:p>