Development of Conceptual Model to Measure Determinants of Second-hand Luxury Shopping

Nimet Degirmencioglu,Sivasankari Gopalakrishnan

doi:10.31274/itaa.11873

Abstract

The emerging global second-hand luxury market valued at 261.2 billion dollars in 2018 is driven by fashion-conscious, digital savvy consumers, and the timelessness of luxury goods. Prior studies on consumer behavior of luxury shopping have focused primarily on brand new products. Second-hand luxury consumer research intersects the characteristics of both thrift and luxury consumption and support sustainability goals. This study identifies the shopping styles and motives that impact the consumers' attitudes and purchase intentions towards second-hand luxury fashion consumption. A conceptual model that measures the impact on attitudes and intentions is proposed incorporating three shopping styles 1) Brand Consciousness 2) Fashion Consciousness 2) Recreational Shopping Consciousness and three motives 4) Sustainability 5) Economic Benefits 6) Conspicuous Consumption. The findings offer directions for future research and insights for luxury fashion businesses to develop marketing strategies and communicate sustainability initiatives.

Highlights

Fashion redistribution, the second-hand luxury market, has become increasingly popular in recent years
According to the theory of reasoned action, attitude towards a behavior is a predictor of behavioral intention (Ajzen & Fishbein, 1980)
Based on the past studies on second-hand fashion and luxury consumption, a conceptual model (Figure 1) that measures the impact on attitudes and intentions is proposed incorporating three shopping styles 1) Brand Consciousness 2) Fashion Consciousness 3) Recreational Shopping Consciousness and three motives 4) Sustainability 5) Economic Benefits 6) Conspicuous Consumption

Summary

Introduction

The second-hand luxury market, has become increasingly popular in recent years. This study intends to fill the gap in the second-hand luxury fashion literature by identifying the shopping styles and motives that impact the consumers’ attitudes and purchase intentions towards second-hand luxury fashion consumption. According to the theory of reasoned action, attitude towards a behavior is a predictor of behavioral intention (Ajzen & Fishbein, 1980).

Results

Conclusion