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Collaborative consumption proposes fruitful avenues to achieve profitability and ensure environmental sustainability, becoming a paramount global concern. In the current study, the purpose is to investigate and pick up the constructs of mindful consumption, ego-involvement, and social norms and determine the primary motivations for Chinese consumers to act sustainably. To investigate the moderating role of platform trust and the mediating role of impulsive buying tendency among the relationships of mindful consumption, ego-involvement, and social norms regarding buying second-hand clothing consumption intentions. PLS-SEM statistical approach has been used to investigate the model relationships by incorporating a two-step approach through the SmartPLS3 statistical package. Online survey methodology was adopted to collect data from Chinese buyers of second-hand clothing of Xian Yu and Zhuan Zhuan online platforms. The study has proved the significant impact of mindful consumption, ego-involvement, and social norms on buying intentions of second-hand clothing. Furthermore, the study also supported the moderating role of platform trust and mediating role of impulsive buying tendency. Although the moderating and mediating impact remain insignificant on mindful consumption, as perceived. Theoretical and practical implications are given in accordance with the study.

Mindful Consumption, Ego-Involvement, and Social Norms Impact on Buying SHC: Role of Platform Trust and Impulsive Buying Tendency