When the secondhand economy is not as good as it seems: understanding conflicts and their (ir)resolutions between users on secondhand resale platforms

Abstract

Purpose

Peer-to-peer (P2P) secondhand resale platforms (SRP) are competitive places where different value systems beyond market values interact. This study aims to investigate the conflicts that may arise in interactions between users on SRP and the extent to which these conflicts are (ir)resolved, by drawing on economies of worth theory.

Design/methodology/approach

The study takes a qualitative and interpretative approach to examine 22 active users on P2P resales platforms such as Vinted, including in-depth interviews. Following the Straussian view of grounded theory, the study uses constant comparison (open, axial and selective coding) to analyze data on SRP users’ experiences.

Findings

Drawing on the economies of worth theory, the study shows that SRP users rely on four different value systems or “worlds” when using the platforms (market, domestic, green and civic worlds) that come into conflict, at either an interactional (three conflicts identified) or an individual (two conflicts identified) level. The findings reveal that these conflicts are temporarily resolved at the interactional level and in a sustainable way at the individual level.

Originality/value

This study sheds further light on the relationship between consumers on SRP by offering a more nuanced perspective on these exchanges than market-oriented exchanges. It also analyzes the data through the economies of worth theory, which is an appropriate lens to better understand social interactions and conventions. Finally, the study offers recommendations on how managers can improve buyers’ and sellers’ experiences on these platforms and, thus, foster their satisfaction.

Citation

Cerio, E., Debenedetti, A. and Sophie, R. (2024), "When the secondhand economy is not as good as it seems: understanding conflicts and their (ir)resolutions between users on secondhand resale platforms", Qualitative Market Research, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/QMR-05-2023-0069