Mindful Consumption Behavior on Second-hand Fashion Products: Intervariable Influence Analysis of Stimulus-organism-response (S-o-r) Model

Manuscript type: Empirical Research   Research Aims: This study was conducted to analyze and develop the intervariable influence within stages in S-O-R Model in second-hand Fashion products context Design/methodology/approach: To fulfill the research objective, an online self-administered survey was conducted to respondents who had second-hand thrifting purchase experience. 130 eligible responses were gathered and further analyzed using Structural Equation Modeling (two-way approach)  Research Findings: It is observed that eWOM and Consumer Engagement have positive significant effects on Mindful Consumption Behavior (MCB), while no significant influence is found in relationship Attitude toward MCB. No mediating effect is observed in relationship eWOM toward MCB through mediating variable Attitude and Consumer Engagement. Theoretical Contribution/Originality: This research contributes to provide insight on factors that influence mindful consumption behavior in Indonesia   Practitioner/Policy Implication: Based on the result of this research, related stakeholder can utilize eWOM and encourage consumers to form mindful consumption behavior (i.e: through social connection that would increase consumers' enthusiasm and attention towards MCB)   Research limitation/Implications: The study is limited as it only analyzed some variables to predict consumer behavior in Fashion thrifting. Based on the research, eWOM and Consumer Engagement are proven to influence MCB, and there is no effect observed of Attitude on MCB. Therefore, this research contributes to consumer behavior that proves eWOM and Engagement are strong predictors to predict consumer behavior in the purchase of second-hand Fashion.


INTRODUCTION
Consumption has evolved into a means to achieve happiness and a barometer of financial success over the last century (Burroughs & Rindfleisch, 2002); creating a society that encourages overconsumption.
Overconsumption increases demand for limited natural resources which eventually leads to overexploitation that negatively affects the environment in the long-term (Rahman and Koszewska, 2020). Individual consumption habits pose notable effects on the environment (Evans and Peirson-Smith, 2018). The phenomenon, along with population growth, will deplete natural resources. This highlights the importance of finding a way to retain human consumption and protect the environment.
A strategy that is deemed effective in maintaining a healthy level of consumption for the environment is sustainable consumption (Chekima et al., 2016;Chua et al., 2020) where individual buyers have an adequate concern about the consequences of their consumption practice (Epstein, 2008).
Sustainable consumption, which also referred to environmentally friendly behaviour, could be reflected in the consumption choice that produces positive effects for the environment such as buying organic foods instead of processed foods and choosing recycled goods (Carrington et al., 2010;Steg and Vlek, 2009). Even though the concept of sustainable consumption has progressed into a large field of behavior which encompass environmentally and socially considerate purchase (Chua et al., 2020;Ladhari and Tchetgna, 2017), there is another form of sustainability that is relatively overlooked which is mindful consumption behaviour (MCB).
Fundamentally, MCB incorporates careful consumption by refraining unnecessary purchases and reducing repetitive buying patterns (Sheth et al., 2011).
Fashion, one of the largest industries in the world, is generally identified by the swiftly changing trends and purchase variety. This dynamic nature of the fashion industry stimulates the utilization of limited natural resources through low-cost mass production that generates redundant waste (Rotimi et al.,2021;Thorisdottir et al., 2020). In spite of the broadly promulgated environmental influence, the industry continues to flourish due to the low-priced production, recurrent consumption, and short-lived usage (Niinimäki et al., 2020

Stimulus-Organism-Response (S-O-R)
The development of the conceptual structure for this study is based on the S-O-R theory (Mehrabian and Rusell, 1974). According to the theory, a stimulus (S) activates the organisms of individuals, which consists of a series of signals that trigger an internal evaluation (O) and create a response (R) (Mehrabian and Russell, 1974

Electronic word of mouth and attitude towards second-hand fashion products
Attitude refers to the degree to which an individual expresses a positive or negative assessment of an entity's actions (Ajzen, 1991  Engagement refers to consumers' connection, emotional intimacy, and adherence to a particular context. (Taheri et al., 2014). In this research, consumer participation applies to the level of contact, interest, and relationship that they have with second-hand fashion products (Vivek et al., 2014). The amount of interaction can be affected by multiple factors, such as knowledge (Hollebeek, 2012), motivation (Brodie et al., 2013) and social media (Sashi, 2012). In a business setting, eWOM refers to the practice of sharing information, views, and expectations about companies, goods, and services with others through the internet.
Since information from eWOM is often The Theory of Planned Behavior (TPB) can affirm the relationship between attitude and behavior (Ajzen, 1985(Ajzen, , 1991

Data Collection Methods
The researchers use primary data that refers to information gathered specifically for the purpose of solving particular research problems (Malhotra, 2010). The Likert scale of 1 to 7 is used for the analysis in this research to prevent responses that are too skewed in one direction.

Sampling Method
Respondents for this study are those who had

Figure 2. T-value of the Structural Model
The path analysis showed no mediating effect from eWOM to MCB through attitude.
Consumer engagement as the coefficient of the direct effect is shown to be higher than the coefficient of the indirect effect (Baron and Kenny, 1986). second-hand fashion products and its effect.
These suggest that business entities could use eWOM to increase the engagement level of thrifting consumer.