Examining Generation Z Consumer Online Fashion Resale Participation and Continuance Intention through the Lens of Consumer Perceived Value

Abstract

The fashion industry has recently embraced a circular economy due to the increased consumer awareness of environmental issues, especially among younger generations. However, it is unclear if younger consumers, especially Generation Z, are willing to consistently engage in sustainable consumption patterns, such as buying and selling pre-owned fashion products through online resale platforms. This research specifically focuses on Generation Z consumers’ online fashion resale participation continuance. A research model was proposed with perceived benefits, pro-environmental beliefs as antecedents to attitude and continuance intention, and consumer perceived value as a moderating factor shaping the specified direct and mediating relationship. An online survey was administered to a convenience sample of 257 Generation Z consumers, and exploratory factor analysis identified five dimensions of perceived benefits of online fashion resale participation, epistemic benefits, product choice benefits, quality benefits, value for money, and budget benefits. Two groups of consumers were identified based on value perceptions of clothing consumption: maximum value pursuers and self-oriented shoppers. Structural equation modeling was employed to test the hypothesis. Results showed that pro-environmental beliefs affect Generation Z consumers’ attitudes and continuance intention to online fashion resale participation with strong effects for the group of self-oriented shoppers. Among the five dimensions of perceived benefits, only epistemic benefits affect continuance intention for self-oriented consumers. Theoretical and practical implications are provided in this paper.