Effect of Fashion Adoption on Consumers' Behaviour Towards Second-Hand Clothes in Nakuru Town, Kenya

Consumer behavior is portrayed by people when planning, purchasing and using goods and services and the better fashion designers understand consumer behavior, the more likely they become successful in the market. The study determined the effects of fashion adoption on consumer behaviour towards second-hand clothes in Nakuru town, Kenya. This study adopted a descriptive research design and targeted 803 traders selling second-hand clothes in the Nasher market based in Nakuru town. The study used Yamane's (1967) formula to determine the sample size where 267 respondents were randomly sampled to participate in the study. Data was collected using questionnaires. Questionnaires were filled on site. Data was analyzed with the aid of Statistical Package for Social Sciences software version 25. Both descriptive (frequencies, percentages, means and standard deviation) and inferential statistics (multiple regression) was carried out. Descriptive results showed that respondents agreed that fashion adoption had an effect on consumers' behaviour towards second-hand clothes in Nakuru town, Kenya. Additionally, fashion adoption (β = 0.156, p = 0.011) affected consumers' behaviour towards second-hand clothes positively and significantly. Fashion adoption significantly influences consumer behavior toward second-hand clothing in Nakuru, with consumers altering garments to align with trends and personal style. The study recommends promoting fashion adoption through tailoring hubs, upcycling workshops, and influencers to enhance sustainable and trend-conscious consumption practices.