I Am What I Buy : The Role of Identity Expressiveness in Secondhand Luxury

Secondhand luxury (SHL) consumption is gaining traction among young consumers globally. Irrespective of its adoption across cultures, academic research has barely focused on the intricacies of SHL consumer behaviour. This study investigates SHL consumption through a moderated-mediation framework grounded in identity theories. It explores how consumer need for uniqueness (CNFU), status consumption (SC), economic value (EV), and pro-environmental values (PEV) drive secondhand luxury purchase intention (SLPI) in light of the mediating role of self and social identity expressiveness of consumers. It further examines the moderating role of snob (SLCB) and bandwagon luxury consumption behaviour (BLCB). Two hundred and eighty-seven usable responses from Indian SHL buyers were used for analysis. The findings suggested that SC and EV directly impact SLPI, but CNFU and PEV do not support this relationship. Self and social identity expressiveness mediate the effect of CNFU and SC on SLPI. BLCB moderates these mediation effects, but SLCB is not supported. This study enriches academic literature by explaining these complex and intricate relationships in the context of an under-investigated research area- SHL. Managerially, the findings will be helpful for luxury brands entering the resale market in understanding SHL consumer behaviour