Strategic Design Choices in Upcycled Fashion: Effects of Design Typicality and Material Domain Distance on Sustainable Consumption

ABSTRACT

While upcycling clothing reflects environmental value (i.e., greenness) and distinctive designs (i.e., uniqueness), consumer responses to upcycled clothing designs remain underexplored. Drawing on categorization, cue utilization, and domain distance theories, two experimental studies were conducted with US female aged 18–45. Study 1 examines the effects of design typicality (typical vs. atypical) on perceived greenness, perceived uniqueness, and purchase intention. Study 2 incorporates material domain distance (high vs. low) as a moderating factor. Results indicate both typical and atypical designs are perceived as green, yet perceived greenness does not drive purchase intention. Instead, atypical designs increase purchase intention through perceived uniqueness. This effect is not strengthened by high material domain distance—combining atypical designs with disparate materials does not further enhance perceived uniqueness. This study shows how design typicality and material domain distance can be strategically used in enhancing the purchase intention of upcycled clothes.