Used clothes have a story to tell, carrying with them the essence of their previous lives. Whether second-hand or remanufactured, clothes passed down from someone else entail something special, embodying not just a product, but a narrative. Literature suggests the need for more value-based studies on consumer behavior, such as satisfaction and perceived quality, especially in the post-purchase stage of circular products. One less-explored value-based attribute is the concept of provenance, where the impact of the prior owner of an item remains largely unexplored. Hence, the primary objective of this study is to analyze the impact of provenance effect on consumers’ purchase intentions, focusing on its inherent values in circular products. To study these effects, two between-subject experiments were conducted in consecutive years. Study 1 explores how product circularity and provenance interact with the presence of blockchain technology. Study 2, inspired by the initial findings, focuses solely on product circularity and the provenance effect. Our analysis from both studies offers insights into consumer purchase intentions and how they perceive the value of circular products. Through the insights gained, this study aims to provide guidance for developing a new strategy to enhance the longevity and circularity of used products in the market.