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Individuals are becoming more aware of the negative effects of the rapid fashion industry and are shifting to second-hand clothes. Due to its potential to minimize clothing waste, purchasing second-hand garments is reflected as environmentally friendly. Using an online questionnaire survey, this research examines the factors influencing consumers’ purchasing intention of second-hand clothing via the mediation of individualism and product attitude by applying the Statistical Package for the Social Sciences (SPSS) 25.0 and the Analysis of Moment Structures (AMOS) 25.0 to analyze the data collected information. The proposed models are expanded by additional construct factors to evaluate their influence on purchase intention. The results indicate that online second-hand clothing purchase intention (PI) is partially explained by the theory of planned behavior (TPB) with product attitude (PA) and individualism (IN). Among the additional factors encompassed, consumer perceived value (CPV) and consumer perceived risk (CPR) negatively impacted the consumer’s intention to buy second-hand clothing. Additionally, this study validates the effectiveness of the integrated model of TPB in interpreting customers’ buying intentions for second-hand clothing. This study also yielded theoretical and managerial implications, as well as proposals for further research.