Why Do(n’t) We Buy Second-Hand Luxury Products?
Abstract
:1. Introduction
- RQ1: What key factors drive individuals’ intentions to purchase second-hand luxury products?
- RQ2: What key factors drive individuals to not buy second-hand luxury products?
- RQ3: Does the experience with second-hand luxury products influence the intention to purchase a second-hand luxury product?
2. Literature Background
2.1. Luxury and Second-Hand Luxury
2.2. Theory of Planned Behavior
3. Hypotheses Derivation
3.1. Attitude
3.2. Subjective Norms
3.3. Perceived Behavioral Control
3.4. Second-Hand Luxury Purchase Experience
3.5. Intrinsic (Personal) Factors (Economic, Sustainable, Ethical, Nostalgic, Creative)
3.5.1. Economic Motivation
3.5.2. Sustainable Motivation
3.5.3. Ethical Motivation
3.5.4. Nostalgic Motivation
3.5.5. Creative Motivation
4. Methodology
4.1. Measurement and Questionnaire Design
4.2. Data Collection and Sample
5. Results
6. Discussion
7. Conclusions, Limitations, and Future Research
7.1. Theoretical Implications
7.2. Practical Implications
7.3. Limitations
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Acknowledgments
Conflicts of Interest
Appendix A. Scale Development
Scale | Adapted Items—Second-Hand Luxury | Based on |
---|---|---|
Definition luxury | Please name 1–3 keywords that you associate with luxury. | |
Open text field | ||
Purchase experience with luxury products Item 1: 1 = strongly disagree, 5 = strongly agree Item 2: 1 = never, 2 = rarely, 3 = sometimes, 4 = often, 5 = always | Examples are products from Armani, BMW, Burberry, Calvin Klein, Cartier, Chanel, Dior, Dolce e Gabbana, Gucci, Hermes, Hugo Boss, Longchamp, Louis Vuitton, Patagonia, Ralph Lauren, Rolex, Versace, Yves Saint Laurent, watches made in Glashütte, and so on.
| Aiello et al. [132], Festing et al. [133], Kastanakis and Balabanis [46], Lee et al. [134], Liu et al. [31], Montanari et al. [135], Shih and Fang [136], Sullivan and Artino [137], Sun et al. [112] |
Product group luxury purchases | Please select the product categories in which you have purchased a luxury product in the last three years:
| Boston Consulting Group [138] |
Multiple answer options were possible | ||
Purchase experience with second-hand luxury products Item 1: 1 = strongly disagree, 5 = strongly agree Item 2: 1 = never, 2 = rarely, 3 = sometimes, 4 = often, 5 = always |
| Shih and Fang [136] and Sullivan and Artino [137] |
Product group second-hand luxury purchases | Please select the product categories in which you have purchased a second-hand luxury product in the last three years:
| Boston Consulting Group [138] |
Multiple answer options were possible | ||
Purchase experience with second-hand products Item 1: 1 = strongly disagree, 5 = strongly agree Item 2: 1 = never, 2 = rarely, 3 = sometimes, 4 = often, 5 = always |
| Shih and Fang [136] and Sullivan and Artino [137] |
Product group second-hand purchases | Please select the product categories in which you have purchased a second-hand product in the last three years:
| Boston Consulting Group [138] |
Multiple answer options were possible | ||
Economic motivation 1 = strongly disagree, 5 = strongly agree |
| Guiot and Roux [1] |
Sustainable motivation 1 = strongly disagree, 5 = strongly agree |
| Borusiak et al. [47] |
Ethical motivation 1 = strongly disagree, 5 = strongly agree | If I would purchase second-hand luxury, I would be able to…
| Lo et al. [139] |
Nostalgic motivation 1 = strongly disagree, 5 = strongly agree |
| Guiot and Roux [1] |
Creative motivation 1 = strongly disagree, 5 = strongly agree | By buying second-hand luxury products,
| Ruvio et al. [81] |
Attitude 1 = strongly disagree, 5 = strongly agree | Second-hand luxury shopping is…
| Taylor and Todd [140] and Yoon [141] |
Perceived behavioral control 1 = strongly disagree, 5 = strongly agree |
| Shih and Fang [136] and Taylor and Todd [140] |
Subjective norms 1 = strongly disagree, 5 = strongly agree |
| Borusiak et al. [47] |
Purchase intention 1 = strongly disagree, 5 = strongly agree |
| Borusiak et al. [47] |
Pro second-hand luxury | I would buy a luxury product second-hand because… | |
Open text field | ||
Contra second-hand luxury | I would not buy a luxury product second-hand because… | |
Open text field | ||
Gender |
| |
Please enter your age | ||
In what country do you currently live? Open text field |
Appendix B. Reliability Analysis
Scale | Reliability |
---|---|
Purchase intention | 0.919 2 |
Attitude | 0.876 1 |
Subjective norms | 0.849 1 |
Perceived behavioral control | 0.823 1 |
Experience second-hand luxury | 0.904 2 |
Economic motivation | 0.759 1 |
Ethical motivation | 0.849 1 |
Sustainable motivation | 0.934 1 |
Nostalgic motivation | 0.839 1 |
Creative motivation | 0.888 1 |
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All Participants | Participants with Purchasing Experience of Second-Hand Luxury Products within the Last Three Years | Participants with Purchasing Experience of Luxury Products within the Last Three Years | Participants with Purchasing Experience of Second-Hand Products within the Last Three Years | |
---|---|---|---|---|
Number of participants | 100% (n = 469) | 30% (n = 140) | 53% (n = 250) | 82% (n = 386) |
Age | 16–70; average: 31; median: 27 | 18–70; average: 31; median: 28 | 16–70; average 31; median: 27 | 16–70; average: 30; median: 27 |
Gender | female: 86% (n = 402) | female: 86.4% (n = 121) | female: 83.2% (n = 208) | female: 88.6% (n = 342) |
male: 12% (n = 58) | male: 10.7% (n = 15) | male: 14.8% (n = 37) | male: 9.6% (n = 37) | |
diverse: 0.2% (n = 1) | diverse: 0.7% (n = 1) | diverse: 0.4% (n = 1) | diverse: 0.3% (n = 1) | |
no answer: 1.4% (n = 7) | no answer: 2.1% (n = 3) | no answer: 1.6% (n = 4) | no answer: 1.6% (n = 6) |
Category | Pro Second-Hand Luxury Total (n = 384), second-hand luxury experience 1 (n = 99), no second-hand luxury experience 2 (n = 285) | Contra Second-Hand Luxury Total (n = 378), second-hand luxury experience (n = 99), no second-hand luxury experience (n = 279) |
Subjective norms | Total: 1% (n = 4) Second-hand luxury experience: 1% (n = 1) No second-hand luxury experience: 1% (n = 3) e.g., status, prestige | Total: 1.6% (n = 6) Second-hand luxury experience: 2% (n = 2) No second-hand luxury experience: 1.4% (n = 4) e.g., others’ expectations, image |
Perceived behavioral control | Total: 9% (n = 33) Second-hand luxury experience: 7% (n = 7) No second-hand luxury experience: 9% (n = 26) e.g., limited edition, classic, knowledge, access | Total: 6.6% (n = 25) Second-hand luxury experience: 8% (n = 8) No second-hand luxury experience: 6% (n = 17) e.g., no knowledge, no access, no availability |
Attitude | Total: 7% (n = 26) Second-hand luxury experience: 2% (n = 2) No second-hand luxury experience: 9% (n = 26) e.g., I like second-hand (luxury) shopping, overall positive attitude | Total: 19% (n = 70) Second-hand luxury experience: 11% (n = 11) No second-hand luxury experience: 21% (n = 59) e.g., I do not like second-hand luxury shopping |
Creativity/fashion | Total: 13% (n = 50) Second-hand luxury experience: 14% (n = 14) No second-hand luxury experience: 13% (n = 36) e.g., fashion, art, design, personal image | Total: 3% (n = 10) Second-hand luxury experience: 5% (n = 5) No second-hand luxury experience: 1.7% (n = 5) e.g., old-fashioned, not my style |
Economics | Total: 70% (n = 268) Second-hand luxury experience: 87% (n = 86) No second-hand luxury experience: 64% (n = 182) e.g., lower price, cheaper | Total: 15% (n = 57) Second-hand luxury experience: 6% (n = 6) No second-hand luxury experience: 18% (n = 51) e.g., still too expensive, high price |
Ethics | Total: 0.8% (n = 3) Second-hand luxury experience: – No second-hand luxury experience: 1% (n = 3) e.g., ethical | |
Nostalgia | Total: 6 % (n = 23) Second-hand luxury experience: 8% (n = 8) No second-hand luxury experience: 5% (n = 15) e.g., retro, nostalgic, past | |
Quality | Total: 12% (n = 47) Second-hand luxury experience: 23% (n = 23) No second-hand luxury experience: 8% (n = 24) e.g., high quality (ingredient/component/material) | Total: 34% (n = 129) Second-hand luxury experience: 38% (n = 38) No second-hand luxury experience: 33% (n = 91) e.g., low quality, signs of use, unhygienic |
Fear of counterfeits: Total: 12% (n = 46) Second-hand luxury experience: 17% (n = 17) No second-hand luxury experience: 10% (n = 29) e.g., counterfeits, no warranty, dubious, fake | ||
Sustainability | Total: 53% (n = 202) Second-hand luxury experience: 70% (n = 70) No second-hand luxury experience: 46% (n = 132) e.g., sustainable, recycling, longer life cycle, environmentally friendly |
Hypotheses | Estimates | Results |
---|---|---|
H1: Attitude → Purchase Intention | 0.172 *** | supported |
H2: Subjective Norms → Purchase Intention | 0.228 *** | supported |
H3: Perceived Behavioral Control → Purchase Intention | 0.247 *** | supported |
H4: Past Purchase Experience → Purchase Intention | 0.561 *** | supported |
H5.1: Economic Motivation → Attitude | 0.453 *** | supported |
H5.2: Sustainable Motivation → Attitude | 0.066 | not supported |
H5.3: Ethical Motivation → Attitude | 0.227 *** | supported |
H5.4: Nostalgic Motivation → Attitude | −0.013 | not supported |
H5.5: Creative Motivation → Attitude | 0.194 | not supported |
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Stolz, K. Why Do(n’t) We Buy Second-Hand Luxury Products? Sustainability 2022, 14, 8656. https://doi.org/10.3390/su14148656
Stolz K. Why Do(n’t) We Buy Second-Hand Luxury Products? Sustainability. 2022; 14(14):8656. https://doi.org/10.3390/su14148656
Chicago/Turabian StyleStolz, Katharina. 2022. "Why Do(n’t) We Buy Second-Hand Luxury Products?" Sustainability 14, no. 14: 8656. https://doi.org/10.3390/su14148656
APA StyleStolz, K. (2022). Why Do(n’t) We Buy Second-Hand Luxury Products? Sustainability, 14(14), 8656. https://doi.org/10.3390/su14148656