Consumer-to-consumer reselling adoption among European countries: differences between old and young millennials

Abstract

This research examines differences in the adoption of online reselling between old and young millennials across countries in Europe. National cultural values and government policies are included in the analysis as reasons for differences between countries. Responses from 35,390 individuals from 14 European countries are used to test a multilevel model. The results indicate that young millennials are less likely to resell online. Individualism and public investment in R&D have positive effects on reselling adoption, whereas uncertainty avoidance has a negative effect. Uncertainty avoidance and investment in R&D and in education explain differences between countries in reselling adoption by young versus old millennials.