Exploring Online Sustainable Fashion Buying Behaviour Antecedents. A Qualitative Research

Sustainable fashion is gaining interest from consumers. However, when buying apparel, individuals look for benefits and try to circumvent or lower barriers. This study aims to document motives and barriers in online buying of sustainable apparel, exploring the tendency of buying from online second-hand vendors, as well as platform features, and information deemed necessary when considering buying such products. The research employed a qualitative methodology, combining in-depth interviews with focus groups. A sample comprising 20 Romanian consumers for the in-depth interviews and 16 for the focus groups was used. Thematic analysis was employed to analyse the collected data. The study indicates sought-after benefits and envisaged barriers when buying online sustainable apparel, displaying perspectives particular to online second-hand vendors, provides evidence about online platform features considered important by consumers when buying sustainable fashion, clarifies what information is important in the buying decision of sustainable clothes and indicates reasons for using second-hand platforms to purchase clothes. The study expands the literature by investigating consumer behaviour constructs in a broad manner, by employing a dual-qualitative methodology and by providing information about the Romanian market. Practical recommendations are made to vendors and online platforms.