Consumer Orientations of Second-Hand Shoppers by Store Type: A Profile Analysis
Second-hand clothing has long been associated with the used, worn-out, tainted and even odorous, but now consumers believe that used products have quality comparable to new clothes and even some perceive used clothing to be of superior quality than their unworn counterparts. This study examines whether consumer orientations differ among frequent shoppers of three second-hand clothing stores (consignment stores, online stores, and thrift stores). The data were collected via MTurk and consisted of 600 consumers in the US who had purchased second-hand clothing for themselves in the past 12 months. A profile analysis showed that the profiles of consumer groups in supercenters were not parallel. A subsequent ANOVA test showed that the three consumer groups exhibited significant differences in ecological consciousness, dematerialism, nostalgia proneness, and fashion-consciousness. On the contrary, the three groups did not show differences in their consumer orientations in frugality and style-consciousness.