<p>Demographic profile of the respondents.</p>

Although attitude does not directly affect behavior, it exerts an indirect effect through perceived risk. Price consciousness, however, neither affects nor mediates purchasing decisions. These findings suggest that secondhand clothing purchase in Hong Kong is driven more by environmental knowledge and risk perceptions than by economic considerations.

The negligible role of price consciousness may reflect Hong Kong’s highly competitive duty-free retail environment, where the price advantage of secondhand clothing is less pronounced. This study contributes to the literature by demonstrating how contextual market conditions shape the relative importance of psychological and economic factors in sustainable consumption and offers practical recommendations for promoting secondhand clothing adoption in Hong Kong.</p></div>