Building consumer trust in secondhand fashion: A signaling theory perspective on how consumer orientation and environmental awareness shape engagement

IF 3.7 Q2 ENVIRONMENTAL SCIENCES
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引用次数: 0

Abstract

The secondhand fashion market suffers from information asymmetry, creating consumer distrust and limited engagement in secondhand fashion (ESHF). The existing research on how sellers and product signals can mitigate this distrust is limited and produces conflicting results. This is particularly true in terms of understanding how signaling interacts with consumer-specific factors such as orientation and environmental awareness. Thus, this study contributes to understanding the factors driving consumer trust (CT) and ESHF through signaling theory and the nuanced role of consumer orientation and environmental awareness. Structural equation modeling, including multigroup analysis, is employed to test the proposed hypotheses with a sample of 203 Indonesian consumers from a secondhand market platform. The findings indicate that signals such as seller reputation, product history, and refurbishment details significantly enhance CT, with seller reputation being the most influential of the factors. The effectiveness of these signals varies by consumer orientation: functionality-oriented consumers respond more to remarketing information, whereas newness-conscious consumers are influenced more by refurbishment details. Additionally, consumer environmental awareness significantly strengthens the positive relationship between CT and ESHF, highlighting the importance of aligning environmental values with trust-building measures to enhance consumer ESHF. These insights enrich the theoretical understanding of signaling in secondhand markets and offer practical guidance for addressing the challenges associated with CT and ESHF.

在二手时装中建立消费者信任:从信号理论角度看消费者取向和环境意识如何影响参与度
二手时装市场存在信息不对称问题,导致消费者对二手时装(ESHF)的不信任和参与度有限。关于卖家和产品信号如何减轻这种不信任的现有研究十分有限,而且结果相互矛盾。在了解信号如何与消费者的特定因素(如取向和环境意识)相互作用方面,情况尤其如此。因此,本研究通过信号理论以及消费者取向和环境意识的微妙作用,帮助人们理解消费者信任(CT)和 ESHF 的驱动因素。本研究采用了结构方程模型(包括多组分析),以来自二手市场平台的 203 位印尼消费者为样本,对提出的假设进行了检验。研究结果表明,卖家声誉、产品历史和翻新细节等信号能显著提高消费者的购买力,其中卖家声誉是影响最大的因素。这些信号的有效性因消费者的取向而异:功能导向型消费者对再销售信息的反应更大,而注重新鲜感的消费者则更受翻新细节的影响。此外,消费者的环保意识大大加强了CT与ESHF之间的正相关关系,突出了将环保价值观与建立信任措施相结合以提高消费者ESHF的重要性。这些见解丰富了对二手市场信号传递的理论理解,并为应对与 CT 和 ESHF 相关的挑战提供了实用指导。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
Cleaner and Responsible Consumption
Cleaner and Responsible Consumption Social Sciences-Social Sciences (miscellaneous)
CiteScore
4.70
自引率
0.00%
发文量
40
审稿时长
99 days
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