An Experimental Investigation of Second-Hand Clothing Consumption

Burgeoning marketplace resale, threats posed by traditional retail business, and fashion potential in sustainability foreshadow the importance of second-hand retailing. Drawing on the model of goal-directed behavior, we address these questions: How does shopping for second-hand clothing influence desire? Under what conditions does this happen? We employ a multiple-method approach with survey and experimental methods. Data were collected from both American and New Zealand consumers (n=398). Our findings show that shopping at second-hand clothes stores is shaped by attitudes and positive and negative anticipated emotions, and desire plays a strong motivational role mediating these effects on behavioral expectations. Effects are stronger for people lower in materialism and higher in other-concerning virtues. We provide theoretical insights into socio-psychological mechanisms explaining how and when shopping at second-hand clothing stores shapes desires to purchase second-hand clothes and decisions to do so. Moderating effects of social material self and other-concerning values establishing boundary conditions