International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

A Widely Indexed Open Access Peer Reviewed Multidisciplinary Bi-monthly Scholarly International Journal

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Volume 8 Issue 3
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A Comparative Analysis on Social Stigma as a Barrier to Second-hand Clothing Adoption among Gen Z and Millennials

Author(s) Ms. Amrutha M, Dr. Kaustav Sengupta
Country India
Abstract In India, Secondhand clothing plays an evolving and a complex role in the fashion industry given the rise in both globalization and climate change in the recent years. By centering Chennai’s distinct consumer culture, this research challenges sustainability narratives urging interventions that address localized stigma hierarchies. The study is a comparative analysis of Generation Z and Generation Y towards Social Stigma as a Barrier to Secondhand Clothing. This study is based on Goffman’s stigma framework (1963) and aims to understand the social, cultural and psychological factors influencing secondhand clothing consumption. Data from a sample of 148 respondents were collected via a structured online questionnaire, operationalizing stigma into three dimensions: associative stigma, hygiene anxiety, and performance stigma. Results indicate moderate awareness of sustainable clothing practices among respondents, but persistent perceptions of hygiene and performance stigma. The study concludes that deeply rooted, identity-based social perceptions acts as a primary barrier, outweighing environmental motivations. It offers a novel theoretical framework for the attitude-behavior gap in sustainable fashion and provides actionable insights for marketers and policymakers aiming to destigmatize second-hand consumption in emerging markets
Keywords Secondhand Clothing, Social Stigma, Sustainable Fashion, Consumer Behavior, Goffman’s Theory, Generational Cohorts
Published In Volume 8, Issue 1, January-February 2026
Published On 2026-01-11
DOI https://doi.org/10.36948/ijfmr.2026.v08i01.65862
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E-ISSN 2582-2160
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