Sustainable Fashion Choices: Exploring European Consumer Motivations behind Second-Hand Clothing Purchases

IF 3 Q2 MANAGEMENT
Daniel Halicki, Piotr Zaborek, Grégoire Meylan
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引用次数: 0

Abstract

The second-hand clothing (SHC) market has seen dynamic expansion, driven by shifts in consumer attitudes. However, motivations underlying customer engagement in this market remain largely unexplored. Accordingly, this study investigates factors driving consumer sentiment towards buying used clothing. Data were collected in 2023 from a sample of 254 European consumers. The results show that positive attitudes towards SHC are associated with high levels of economic, hedonic (treasure hunting) and ethical motivations, while strong fashion interest and materialism seem to coincide with more negative evaluations of SHC. Interestingly, treasure hunting motivation emerged as the strongest driver of SHC attitudes, surpassing both economic and ethical motivations, which were similar in strength. However, mediation analysis revealed complex interaction patterns among the attitudinal variables, with the potential of reversing the direction of average regression weights for individuals as well as subgroups of customers. This study offers a more nuanced understanding of consumer behavior in the SHC market. It provides practical recommendations for the marketing strategies of SHC vendors, and lays the groundwork for future research in this area.
可持续时尚选择:探索欧洲消费者购买二手服装的动机
在消费观念转变的推动下,二手服装(SHC)市场蓬勃发展。然而,顾客参与这一市场的动机在很大程度上仍未得到探究。因此,本研究调查了驱动消费者购买二手服装情绪的因素。本研究于 2023 年收集了 254 位欧洲消费者的样本数据。研究结果表明,消费者对旧衣服的积极态度与高水平的经济、享乐(寻宝)和道德动机有关,而强烈的时尚兴趣和物质主义似乎与对旧衣服的负面评价相吻合。有趣的是,"寻宝 "动机是影响人们对小家电态度的最强驱动力,超过了经济动机和道德动机,而经济动机和道德动机的强度相近。然而,中介分析揭示了态度变量之间复杂的互动模式,有可能扭转个人和客户子群的平均回归权重方向。这项研究让我们对特困户市场的消费行为有了更细致的了解。它为特困户供应商的营销策略提供了实用建议,并为该领域的未来研究奠定了基础。
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
CiteScore
4.80
自引率
10.00%
发文量
151
审稿时长
11 weeks
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