Effects of Personal Values and Clothing Style Confidence on Consumers’ Interest in Upcycled Clothing Products

The overconsumption of clothing has detrimental impacts on society and the environment. For consumers, reducing consumption is complicated by the vital role that clothing plays in individual expression. This study examined the influence of personal values and clothing style confidence on consumers’ interest in upcycled clothing. An online Internet survey was used to gather data from a valid sample of 565 U.S. residents. Partial least squares structural equation modeling was used to analyze the data. Schwartz’s self-transcendence and self-enhancement values were modeled as antecedents to clothing style confidence (CSC), which is a multi-dimensional construct composed of five factors, including (1) style longevity, (2) aesthetic perceptive ability, (3) creativity, (4) appearance importance, and (5) authenticity. CSC was predicted to mediate the relationship between self-transcendence and self-enhancement values and interest in upcycled clothing, including the purchase of upcycled clothing and interest in learning how to upcycle clothing. Findings showed that CSC mediated the relationship between self-self-transcendence and self-enhancement values and interest in upcycled clothing, as predicted according to value–attitude–behavior theory. Results suggest that bolstering consumers’ confidence in personal style may provide intrinsic motivation for change, empowering individuals to embrace their personal style rather than follow fashion trends.