Should I donate secondhand clothes? Cognitive, affective, and conative model during the COVID-19 pandemic

Abstract

Purpose

This study aims to investigate the secondhand clothes (SHC) donating behavior phenomenon using the cognitive-affective-conative model and examines the moderating role of COVID-19 knowledge on the relationship between the desire to donate and actual SHC donating behavior.

Design/methodology/approach

A total of 160 questionnaires were distributed to potential participants who donated their clothes to thrift shops during the COVID-19 pandemic in the USA.

Findings

A total of 145 useable surveys were collected for analysis. The study found that the desire to donate SHC plays an essential role in enhancing actual SHC donating behavior. In addition, the study found that perceived responsibility and altruistic fear positively influence the desire to donate SHC. In contrast, individuals’ COVID-19 knowledge does not moderate the relationship between the desire to donate SHC and actual SHC donating behavior.

Originality/value

A limited empirical study uses the cognitive–affective–conative approach to SHC donating behavior. The findings of this study enhance the body of SHC’s theoretical knowledge and enhance individuals’ participation in donation programs in support of their community and humanitarian programs.

Citation

Amin, M. and Herjanto, H. (2023), "Should I donate secondhand clothes? Cognitive, affective, and conative model during the COVID-19 pandemic", Journal of Social Marketing, Vol. 13 No. 2, pp. 149-171. https://doi.org/10.1108/JSOCM-12-2021-0279