Introduction: Sustainable fashion is increasingly central to consumer psychology, reflecting both environmental concerns and identity-driven choices. While resale platforms such as Vinted encourage circular fashion through reuse, sustainable brands emphasize ethical production and eco-friendly materials. Research has highlighted the role of identity, social norms, and affordability in shaping sustainable consumption, yet little is known about demographic differences in motivations toward these two pathways of "green fashion."
Purpose: This study investigates the socio-psychological drivers of sustainable fashion engagement, exploring how motivations differ by age and gender when consumers approach second-hand platforms versus sustainable brands.
Method: A cross-sectional survey has been administered to a diverse consumer sample. Measures have assessed demographic characteristics, shopping habits, environmental awareness, identity expression, perceived affordability, along with allo and etero centric personality. Comparative analyses have examined whether motivational patterns vary across age cohorts and gender.
Results: Preliminary expectations suggest that age and gender differences emerge, particularly regarding identity expression and environmental concern.
Conclusions: By contrasting consumer motivations across second-hand and brand-driven approaches to sustainable fashion, this study contributes to understanding the role of demographics in shaping sustainable consumption. Findings are expected to inform both academic research and industry strategies aligned with the Sustainable Development Goals.