Table 4 Results of hypotheses

H1 Consumers’ intention to accept the new sustainable apparel retail models:

 (a) Sale of redesigned clothing

0.424

<0.000***

Supported

 (b) Clothing repair/alteration service

0.283

<0.000***

Supported

 (c) Clothing renting

0.136

<0.014*

Supported

 (d) Clothing swapping

0.175

<0.003**

Supported

 (e) Style consultancy service

is significantly influenced by consumers’ tendency for creative choice counter-conformity (TCCC)

0.298

<0.000***

Supported

H2ac Consumers’ intention to accept the new sustainable retail model (a) sale of redesigned clothing is significantly influenced by (c) education.

−0.209

p < 0.013*

Supported

H2bb Consumers’ intention to accept the new sustainable retail model (b) clothing repair/alteration service is significantly influenced by (b) income.

0.205

p < 0.021*

Supported

H2ca Consumers’ intention to accept the new sustainable retail model (c) clothing renting is significantly influence by (a) age.

−0.178

p < 0.034*

Supported

H3 The salience of effects between consumers’ TCCC and intention to accept the new sustainable apparel retail models will be different across groups

 (a) At different ages

\(\chi_{diff}^{2}\) = 41.842

<0.000***

Supported

 (b) With different income

\(\chi_{diff}^{2}\) = 44.078

<0.000***

Supported

 (c) With different level of education

\(\chi_{diff}^{2}\) = 39.125

<0.000***

Supported