Consumer Attitudes and Purchase Intentions toward Second-hand Clothing Online and through Social Media Platforms: Does Gender and Income Matter?

Date
2018-01-01
Authors
Markova, Ivana
Grajeda, Julia
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Abstract

Second-hand shopping as a segment in the retail industry has grown rapidly over the years. Apparel resale is expected to grow 6% by 2025, showcasing $25 billion chunk of the $425 billion retail industry in 2025 (Sutter, 2016). The primary purpose of this study was to examine second-hand shopping purchase intentions online and through social media. The secondary purpose was to analyze consumer attitudes, behaviors, and purchase intentions toward second-hand shopping online and through social media based on consumers’ gender and income level. Correlation testing results found statistically significant relationship between attitudes toward purchasing second-hand clothing online as well as through social media platforms and purchase intentions. Respondents indicated that they would buy secondhand clothing online and through social media if the sizing was more accurate and true to present day (r=.695), if the site provided images on how to best style the fashion item (r=.445), and if the second-hand shopping online platform was fast and convenient (r=.645). Additionally, low income female (vs. male) consumers indicated that they buy more second-hand clothing items per month than middle and high income consumer groups.

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