Second-hand clothing (SHC) has kindled a growing interest among researchers and practitioners. However, despite all the benefits that this market presents, consumer adherence still has considerable room for improvement. Several studies have explored the main motivations that lead consumers to buy second-hand clothes (SHCs), but few have focused on the factors that prevent consumers from adopting this consumption behavior. Hence, this study aims to identify barriers through the differences in the perception of experienced and inexperienced consumers in SHC purchases.
Data collected through an online questionnaire from 127 cases were analyzed using means comparison and binomial logistic regression.
The findings of this study revealed that having previous experience in purchasing SHCs influences consumers' perception of the barriers. The results also indicate that social embarrassment is the factor that most negatively influences the purchase of SHCs, as well as the consumers' lack of knowledge regarding the available channels.
Considering the importance of the SHC market and its potential, this study reveals what motivates and at the same time prevents consumers from acquiring SHCs. Original findings regarding the importance of channel familiarity and social embarrassment assist companies in defining their marketing strategies and enhancing the consumer experience in the purchase of SHCs.
The authors would like to thank to NECE – Research Unit in Business Sciences funded by the Multiannual Funding Programme of R&D Centres of FCT – Fundação para a Ciência e a Tecnologia – under the project UID/GES/04630/2019 and to CEGE – Research Centre in Management and Economics, funded by the Multiannual Funding Programme of R&D Centres of FCT – Fundação para a Ciência e a Tecnologia – under the project UIDB/00731/2020.
Silva, S.C., Santos, A., Duarte, P. and Vlačić, B. (2021), "The role of social embarrassment, sustainability, familiarity and perception of hygiene in second-hand clothing purchase experience", International Journal of Retail & Distribution Management, Vol. 49 No. 6, pp. 717-734. https://doi.org/10.1108/IJRDM-09-2020-0356
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