Understanding the intention to buy secondhand clothing on sharing economy platforms

The influence of sustainability, distance from the consumption system, and economic motivations

Document identifier: oai:DiVA.org:ltu-77533
Access full text here:10.1002/mar.21334
Keyword: Social Sciences, Economics and Business, Business Administration, Samhällsvetenskap, Ekonomi och näringsliv, Företagsekonomi, Clothing, Distance from consumption system, Economic motivations, P2P sharing platforms, Perceived sustainability, Secondhand buying, Sharing economy, Industrial Marketing, Industriell marknadsföring
Publication year: 2020
Relevant Sustainable Development Goals (SDGs):
SDG 12 Responsible consumption and productionSDG 6 Clean water and sanitation
The SDG label(s) above have been assigned by OSDG.ai

Abstract:

Sharing economy (SE) platforms are increasingly providing an effective means of connecting providers and users of secondhand goods. While media seem to emphasize that the trend of selling/buying secondhand has been growing due to the consolidation and development of peer‐to‐peer (P2P) sharing platforms, a comprehensive identification of the antecedents of buying secondhand on SE platforms is virtually missing. This study addresses this gap by (a) identifying different sets of motivations and attitudes leading consumers to adopt SE platforms for secondhand buying and (b) testing a model on a sample of UK consumers in the context of P2P sharing platforms for secondhand clothing. This study reveals that there are three major antecedents of consumers' attitude towards buying secondhand clothes on P2P–SE platforms: perceived sustainability, economic motivations, and taking a distance from the consumption system. Perceived sustainability and economic motivations influence positively attitude toward buying secondhand, as well as motivations in the form of distance from the consumption system. Attitude toward buying secondhand is positively influenced also by distance from the system and, in turn, has a strong positive influence on behavioral intention to buy secondhand clothes. Moreover, past experience of buying secondhand online has a positive moderating effect on the relationship between perceived sustainability and distance from the consumption system.

Authors

Maria Ek Styvén

Luleå tekniska universitet; Industriell Ekonomi
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Marcello M. Mariani

Department of Leadership, Organisation and Behaviour, Henley Business School, Unirsity of Reading, Reading, UK
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