As the Earth's natural resources face rapid depletion, promoting sustainable consumer behaviors has become crucial. One such behavior is adopting second-hand products, which aligns with circular economy principles. This study investigates the factors influencing consumers' intentions to purchase used products and visit second-hand shops, utilizing an extended Theory of Planned Behavior (TPB) framework. Specifically, it examines the impact of independent variables-attitude, subjective norms, perceived behavioral control, and perceived norms—on purchase intention, a mediating variable, and the ultimate dependent variable, the intention to visit second-hand shops.

The study employs Partial Least Squares Structural Equation Modeling (PLS-SEM) to analyze these relationships, offering nuanced insights into each variable's mediation effects and significance. Results reveal that perceived norms and subjective norms exhibit partial mediation effects. Interestingly, while subjective and perceived norms significantly influence purchase intention, attitude, and perceived behavioral control are not significant predictors in this model. These findings highlight the pivotal role of normative influences in shaping consumer behavior toward second-hand markets. This research contributes to the literature on sustainable consumption by providing a comprehensive analysis of consumer decision-making in second-hand shopping, with implications for policymakers and marketers aiming to foster eco-conscious consumption patterns