Luxury that lasts

: rise of second-hand fashion and consumer experience according to the purchase channel

Abstract

Do we behave the same way when we shop in a physical store or online? What about when it comes to luxury? Does the fact that it is second-hand induce different feelings? Do concerns about social norms stand out in this type of shopping? Well, this thesis aims to address such issues to acquire a holistic view of luxury consumer behavior, from emotions and deepest thoughts to choices and preferences. This research will offer academics with solid quantitative data on luxury consumption's psychological and sociological aspects, uncovering not only the perception of second hand in this industry, but also the role that online plays in this sector. Thus, participants were instructed to envision purchasing online or at a luxury boutique, first- and second hand. It emerged that online shopping leads to distinct behaviors from the physical context. On the one hand, new luxury in-store collection is popular due to its perceived value, social power, and fulfillment. Furthermore, shopping channels diverge in purchase intentions, attitudes, self-esteem, emotional value, and perception, which are higher in the physical environment. However, regarding online, these disparities are less obvious. Finally, new collection comprises stronger emotional and self-expression levels over second-hand, contrasting with the literature review. Overall, the current paper delivers deeper insight into the social phenomenon attached to luxury shopping according to purchasing channel, both first and second-hand, which is of huge relevance as consumption becomes more and more complex and it is even harder to grasp consumer behavior transversally, especially in this emerging second-hand market.

Date of Award	25 Jan 2023
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	João Niza Braga (Supervisor)