Old clothes, new cravings?

: exploring the impact of materialism on consumers’ valuations of new versus second-hand clothing

Abstract

This dissertation investigates how materialism influences consumers9 valuations and purchasing behavior of new versus second-hand clothing, with a focus on sustainability. An experimental study tested the effect of clothing type (new vs. second-hand) on consumer9s valuations (purchasing intention, willingness to pay, and perceived quality). The role of ethical behavior was also examined, with an emphasis on how ethical concerns, specifically sustainability, mediate the relationship between clothing type and consumers9 valuations. Further, the study evaluated how materialism influences consumers9 valuations and acts as a moderator in the relationship between clothing type and consumers9 valuations. It also investigated materialism9s impact on second-hand consumption motivations, such as overall willingness to consume, guilt-free, and cost savings consumption. Findings show that second-hand clothing was perceived as having higher quality and generated greater purchase intentions than new clothing, though consumers were less willing to pay for second-hand items. Ethical behavior partially mediated the relationship between clothing type and willingness-to-pay, with ethical consumers more willing to pay a premium for second-hand clothes. However, neither quality perceptions nor purchase intention were impacted by ethical behavior. Materialism moderated the relationship between type of clothing and purchase intention, with higher degrees of materialism linked to higher purchase intention for secondhand clothing and lower intention for new clothing. No significant interaction between clothing type and materialism influenced consumers' quality perception or willingness to pay. Finally, materialism was associated with increased overall consumption, driven by motivations like guilt-free and low cost consumption

Date of Award	5 Feb 2025
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Vera Herédia Colaço (Supervisor)