CIRCULAR FASHION AND ONLINE SECOND-HAND SHOPPING: WHEN TRUST TRANSFORMS BUYING BEHAVIOUR

Abstract

This study seeks to examine the impact of perceived risks on consumers’ intention to purchase second-hand clothing and accessories via online platforms in Tunisia. A quantitative survey conducted among 166 individuals reveals that security, functional, health, and social risks exert a negative influence on purchase intention. However, trust in the platform mitigates the negative effect of security, functional, and social risks, thereby demonstrating its pivotal role in overcoming these barriers. Nevertheless, financial and health risks persist despite this trust, indicating the need for targeted strategies to address them. Reducing these risks is essential to encourage the adoption of collaborative consumption practices and to strengthen consumer engagement with the circular economy. This approach contributes to the promotion of more sustainable consumption patterns, aligned with current environmental and societal challenges.