Shopping with perceived benefits of sustainable consumption in online resale platforms

Abstract

Purpose

Interest is increasing in sustainable consumption, including the purchase of used products instead of new ones. This study aims to examine customer behaviors in the context of resale websites. Specifically, it aims to identify the relative role of multidimensional perceived benefits associated with customer attitudes.

Design/methodology/approach

Data are derived from a survey conducted among 169 resale website customers in the USA. Structural equation modeling (using SmartPLS software) is used to examine the hypothesized relationships.

Findings

Results show that epistemic benefits mostly serve to create positive attitudes, followed by economic and functional benefits. However, emotional and social benefits from purchase experience with resale websites fail to influence customers' positive attitudes.

Research limitations/implications

The main limitation of the study lies in the generalizability of findings given that the results and conclusions are based on the study of a single industry. More studies would help to provide a deeper understanding of sustainable consumption across different types of product categories.

Originality/value

This study shows that customers' positive attitudes increase their intention to repurchase from resale websites, suggesting an area of opportunity for resale service providers to design websites to facilitate customer self-expression, to reinforce economic efficiency and to highlight the performance of products and services.

Citation

Ahn, J. and Kwon, J. (2022), "Shopping with perceived benefits of sustainable consumption in online resale platforms", Marketing Intelligence & Planning, Vol. 40 No. 3, pp. 408-424. https://doi.org/10.1108/MIP-06-2021-0203