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This study examines determinants of the consumption behavior of upcycled fashion products in China. Theoretical and empirical evidence from the upcycled fashion consumption and related literature are used to develop a model to explain consumers’ buying intention toward upcycled fashion products. Environmental consciousness, consumer knowledge of upcycled fashion fabrics, and perceived risks of upcycled fashion products are proposed as key factors (i.e., motivators and barriers) of behavioral intention toward the purchase upcycled fashion products. Hypothesized antecedents of buying intentions toward upcycled fashion are included in the theoretical model, which was tested using structural equation modeling analysis on data from a sample of 397 consumers in China. Environmental consciousness encompassed two factors and was therefore divided into environmental concerns and importance of environmentally conscious behavior. Perceived risks at the time of purchasing upcycled fashion products showed three factors: social, financial, and performance risk perceptions. After examining the impact of environmental consciousness and perceived risks on purchase intention toward upcycled fashion products, this study found that both factors had statistically significant effects on purchase intention. In addition, the study revealed that knowledge of upcycled fashion materials was mediated in the relationship to explain the impacts of Chinese consumers’ perceived importance of conscious behavior and perceived risks of upcycled fashion products on their intention to purchase upcycled fashion products. In other words, to increase the purchase intention toward upcycled fashion products, it is necessary to raise Chinese consumers’ environmental knowledge of upcycled fashion materials, while improving the importance of conscious behaviors and reducing the perceived risk. The implications of the findings for public policy and as guidelines for future research are outlined and discussed.

Motivators and Barriers for Buying Intention of Upcycled Fashion Products in China