<p>This study examines how utilitarian value, perceived enjoyment, frugality, and psychosocial risk influence consumer attitudes and behavioral intentions toward fashion swapping in the United States and China. It also investigates cross-cultural variations in these constructs and their influence on intention to engage in fashion swapping. Data were collected through online surveys in both countries, resulting in 774 valid responses (U.S. = 452; China = 322). The analysis involved independent-sample t-tests to assess mean differences between two groups and structural equation modeling (SEM) to test hypothesized relationships. Results revealed that utilitarian value, perceived enjoyment, and frugality positively influence attitudes, which in turn strongly predict intention to participate in fashion swaps, while psychosocial risk negatively affects attitude toward fashion swapping. Cross-cultural comparisons indicated significant differences between U.S. and Chinese participants across all variables and model relationships. Notably, multi-group analysis reveals that the negative effect of psychosocial risk on attitude is stronger among Chinese consumers than among U.S. consumers, highlighting a key cultural divergence. By integrating psychosocial and cultural perspectives, this research advances understanding of sustainable consumption behaviors. The findings offer implications for marketers and policymakers seeking to promote fashion swapping and circular economy practices across diverse consumer groups.</p>