Abstract:
"
Critical exertion has been seen with upcycling. It has been progressively perceived as one
promising intends to decrease material and energy use, and to sustainable creation and
utilization. For the same reason and other predictable advantages, the idea of upcycling has
gotten more consideration from various researchers and business specialists as of late. But
evidently not addressed the consumer segments that would skillfully be able to bring a change
for the future generations.
An in depth review of literature on upcycling and consumer buying decision, has revealed the
gaps in literature that require further research. Furthermore five dimensions of sustainable
fashion model by Searcy (2019) , Triple Bottom Line model by Elkington (1997), Mickey Mouse
Model Peet (2009) and strong Sustainability Model by Adams (2006) was utilized to evaluate
the theoretical aspects of Sustainability while consumer buying decision was evaluated by the
Consumer clothing purchase decision-making model in traditional form by Chen (2017),
Consumer Behavior in the Sustainable Clothing Market- Model by Muthu (2016).
The philosophy implemented in the research is positivism, which has a deductive approach
from which a hypothesis was framed for the study. The method choice utilized for the study
was mono methods since only quantitative data was analyzed and gathered. The outcome
from the quantitative data collected from 205 respondents were then evaluated.
Despite aesthetic and the sustainability of upcycling variable is significantly correlating with
consumer buying decision when considered on its own, it does not indicate a correlation when
combined with other independent variables. This could be due to multi-collinearity effects.
Hence these two dimensions were removed from the regression model. Adding on the
findings are in line with the literature review proving that all four dimensions of upcycling
derived has an impact on the consumer buying decision.
Nevertheless, several recommendations were suggested to the fashion houses and fashion
retail stores to implement in order to attract and prompt a positive consumer buying decision
toward Upcycled fashion for a better tomorrow."
