Brazilian consumer perceptions towards second-hand clothes regarding Covid-19

Second-hand clothes (SHC) emerge as an alternative for responsible consumption, towards sustainability, as a new opportunity for the fashion industry. This study aims to understand the perceptions and attitudes of Brazilian consumers regarding SHC on a comparative basis before and during the occurrence of the Covid-19 pandemic. The empirical investigation was divided into two stages. Firstly, a survey was conducted before Covid-19 (November 2019) with a sample of 513 Brazilian fashion consumers, where exploratory factorial and cluster analysis were performed. Using a structural equation model, five hypotheses were generated based on literature to test the influence of some factors in the intention to buy SHC: socio-environmental awareness, preconception with SHC, need for uniqueness, brand awareness and social prestige. Secondly, another survey was conducted during Covid-19 (August 2020) with a sample of 392 Brazilian fashion consumers. The comparative analysis demonstrated some differences in the intention to buy SHC regarding the pandemic. “Preconception with SHC” remained non-significant, “need for uniqueness” and “social prestige” remained positively correlated. “Socio-environmental awareness” has become positively correlated and “brand awareness” intensified negatively during the pandemic. New research can investigate the current transfiguration of consumer behavior in other countries considering the outbreak of coronavirus, as well as analyze the actions of institutions towards the fashion sector in view of conscious consumption, which is increasingly in vogue among the consumer population. This research contributes to the knowledge about SHC consumer behavior regarding the Covid-19 pandemic. The results assist in marketing strategies for the fashion industry, considering the growing demand for second-hand items during the pandemic, and contribute to a higher level of sustainability in the sector.