The role of social embarrassment, sustainability, familiarity and perception of hygiene in second-hand clothing purchase experience

Susana C. Silva, Ana Santos, Paulo Duarte, Božidar Vlačić*

*Autor correspondente para este trabalho

Resultado de pesquisarevisão de pares

15 Citações (Scopus)

Resumo

Purpose: Second-hand clothing (SHC) has kindled a growing interest among researchers and practitioners. However, despite all the benefits that this market presents, consumer adherence still has considerable room for improvement. Several studies have explored the main motivations that lead consumers to buy second-hand clothes (SHCs), but few have focused on the factors that prevent consumers from adopting this consumption behavior. Hence, this study aims to identify barriers through the differences in the perception of experienced and inexperienced consumers in SHC purchases. Design/methodology/approach: Data collected through an online questionnaire from 127 cases were analyzed using means comparison and binomial logistic regression. Findings: The findings of this study revealed that having previous experience in purchasing SHCs influences consumers' perception of the barriers. The results also indicate that social embarrassment is the factor that most negatively influences the purchase of SHCs, as well as the consumers' lack of knowledge regarding the available channels. Originality/value: Considering the importance of the SHC market and its potential, this study reveals what motivates and at the same time prevents consumers from acquiring SHCs. Original findings regarding the importance of channel familiarity and social embarrassment assist companies in defining their marketing strategies and enhancing the consumer experience in the purchase of SHCs.
Idioma originalEnglish
Páginas (de-até)717-734
Número de páginas18
RevistaInternational Journal of Retail and Distribution Management
Volume49
Número de emissão6
DOIs
Estado da publicaçãoPublicado - 2021

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