Mindful consumption through the adoption of second-hand clothing can mitigate the environmental impact of the fast fashion industry. This study identified five distinct consumer segments based on psychographic variables, including environmental concern, sustainable consumption beliefs, attitudes toward fashion production, perceptions of second-hand fashion, and social influence. A primary survey was conducted using a U.S. adult sample recruited through Qualtrics, with participants selected based on predefined demographic criteria to ensure representativeness. Cluster analysis revealed meaningful differences across consumer groups, with the Eco-Conscious Moderates segment reporting the highest annual fashion consumption despite moderate sustainability attitudes. Significant variation in annual consumption patterns was confirmed through one-way ANOVA. Drawing on Nudge Theory, the findings suggest targeted interventions such as social norm messaging, identity-based appeals, and improved visibility of sustainable fashion options could encourage more sustainable purchasing behaviors, particularly among high-consuming but moderately eco-aware segments. These insights provide actionable strategies for the fashion industry and policymakers seeking to promote second-hand clothing as a sustainable alternative to fast fashion
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