Title: Investigating consumers purchase intention for recycled clothes: a moderated mediation approach integrating the theory of planned behaviour and stimulus organism response model

Authors: Shailja Kanwar; Manoj Sharma; Yogesh Gupta

Addresses: Department of Humanities and Social Sciences, National Institute of Technology, Hamirpur, Himachal Pradesh, India ' Department of Humanities and Social Sciences, National Institute of Technology, Hamirpur, Himachal Pradesh, India ' Department of Humanities and Social Sciences, National Institute of Technology, Hamirpur, Himachal Pradesh, India

Abstract: This study investigates the emerging circular economy paradigm, focusing on circular fashion as an eco-friendly solution within the Indian context. Integrating the theory of planned behaviour (TPB) and stimulus-organisation-response (SOR) this investigation centres on four stimuli and their impact on the intention to buy recycled clothing. A total of 425 responses were gathered using an interview schedule and analysed using smart PLS-SEM. The results reveal that perceived risk and environmental certification notably affect attitude rendering them as the most potent stimuli. The study identifies attitude as a mediator between stimulus and response for recycled clothing. The research also shows that generational cohorts differ and moderate the direct impact of attitude on circular purchase intention. The study provides a foundation for further exploration and will help related stakeholders by emphasising the critical role of consumer attitude in shaping positive outcomes, and how important it is to cater to the correct target audience.

Keywords: circular economy; environmental certification; generation cohorts; perceived benefit; perceived risk; product knowledge; recycling; stimulus-organism-response; S-O-R; theory of planned behaviour; TPB.

DOI: 10.1504/MEJM.2026.150444

Middle East Journal of Management, 2026 Vol.13 No.1, pp.59 - 79

Received: 01 Jul 2024
Accepted: 30 Oct 2024
Published online: 14 Dec 2025 *

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