Consumer orientations of secondhand fashion shoppers: The role of shopping frequency and store type |
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| Institution: | 1. Department of Business Management and Marketing, Universidad de Sevilla, Av. Ramón y Cajal nº 1 41018, Sevilla, Spain;2. Department of Tourism Management, University of West Attica, Greece;3. ESAN Graduate School of Business, Peru;1. IAE Aix-Marseille Graduate School of Management, CERGAM EA 4225, Chemin de la Quille - Puyricard CS 30063, 13089 Aix-en-Provence Cedex 2, France;2. Grenoble-IAE, Université Grenoble Alpes, B.P. 47 38040 Grenoble Cedex 9, France;3. CERGAM EA 4225, Aix-Marseille Université, France |
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| Abstract: | As demand for secondhand fashion grows, the objective of this study is to examine consumer orientations of secondhand shoppers to determine whether they differ by shopping frequency, and store type. Hypotheses were developed for orientations of frugality, ecological-consciousness, materialism, nostalgia-proneness, style-consciousness and fashion-consciousness. A quantitative online survey of female-identifying participants (N = 515) was administered. All consumer orientations, except materialism, varied according to secondhand shopping frequency and store type. Orientations generally increased with shopping frequency. Nostalgia-proneness was associated with shopping at thrift stores, ecological-consciousness was associated with consignment stores and markets, and style-consciousness was consistent across shoppers for all store types. |
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| Keywords: | Secondhand shopping Consumer orientation Retail marketing |
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