The objective of this study of student-consumers in higher education is to investigate the direct influence of student choice factors on student expectations. The mediating role of perceptions of employability in the relationship between costs of study (fees) and student satisfaction, and the outcome variable of students’ recommendations, is examined in the study based on respondents’ chosen U.K. higher education institution (HEI). The theoretical framework draws on cost-expectation-satisfaction assessment and expectation of employability after graduation. A survey sample of 11,822 respondents and 140 higher education institutions suggests university reputation, course design, service quality, and campus social life directly influence student expectations. Student expectations of choice factors mediate the relationship between the cost of study and satisfaction, and students’ perceptions of employability after graduation mediate the relationship between the cost of study and the likelihood of making a recommendation to peers. The course design was the most influential factor impacting student expectations.

Second-hand clothing (SHC) benefits society by reducing the wastage of natural resources. Research in the purchase of second-hand clothing is a debated topic. It is not yet clear whether caring for self, community, and nature drives the purchase of second-hand clothing. This study unpacks the intervening factors that drive second-hand clothing purchases underpinning attitude-intention and self-determination theories. The primary purpose is to examine the direct relationship between a) mindful consumption, b) ego-involvement, c) social norms on second-hand clothing purchase intention of young consumers. The mediation of ego-involvement and social norm is examined on the above relationship. A total of 314 usable questionnaires following the convenience and purposive snowball sampling techniques were gathered from China. The structural equation model (SEM) two-step approach analyzed the data. SmartPLS3 statistical package used to run the measurement and structural model analyses. IPMA analysis confirms mindful consumption as an important factor; hence ego-involvement drives the performance of the stated relationship. Ego-involvement mediates the relationship between mindful consumption and second-hand clothing purchase. This study bridges the unanswered questions and highlights the importance of mindful consumption, an essential driver of consumer behavior. Managers are encouraged to promote mindful consumption values in marketing communication to drive sustainability.