Exploring the motivations and engagement of generation Z in online secondhand markets – A case study of Tori in Finland

Thumbnail Image

URL

Journal Title

Journal ISSN

Volume Title

School of Business | Master's thesis

Authors

Date

2024

Department

Johtamisen laitos

Major/Subject

Mcode

Degree programme

mib

Language

en

Pages

77 + 3

Series

Abstract

The purpose of this thesis was to study the motivations and engagement of Generation Z consumers in online secondhand markets, focusing on the Finnish C2C platform, Tori. The aim was to understand why Generation Z prefers secondhand shopping and how digital platforms facilitate their purchasing behaviours. Using a qualitative approach, data was collected through semi-structured interviews with active Tori users to gain in-depth insights into their experiences and motivations. The study found that economic benefits, such as financial savings and the thrill of finding bargains, are significant motivation and engagement drivers for Generation Z. Additionally, a strong commitment to sustainability motivates many respondents to choose secondhand shopping to reduce resource consumption and minimize waste. Convenience emerged as a crucial factor, with respondents valuing the ease of use, time efficiency, and practical advantages of online platforms. Social interactions also play a pivotal role, with encourage-ment from friends and family significantly influencing purchasing decisions. The appeal of secondhand shopping is enhanced by the desire for unique and personalized items, enabling consumers to express their individuality and discover distinctive products that are not available in mainstream retail outlets. Finally, the enjoyment and positive feelings associated with treasure hunting and sustainable consumption contribute to a fulfilling shopping experience. In addition, the study highlights the importance of competences such as technical skills, evaluative skills, and negotiation skills in navigating online secondhand markets. These competences enable consumers to assess product quality, negotiate prices, and establish trust in transactions, enhancing their overall shopping experience. This research provides valuable insights for online secondhand platforms, emphasizing the need to enhance user experience, promote sustainability, leverage social influence, and highlight unique and quality items. By understanding and leveraging these motivations, online platforms can foster a more sustainable consumer culture and better serve Generation Z consumers.

Description

Thesis advisor

Diehl, Marjo-Riitta

Keywords

secondhand, sustainability, peer-to-peer, recommerce, social practice theory

Other note

Citation

Permanent link to this item

https://urn.fi/URN:NBN:fi:aalto-202408185475

Collections

[gradu] Kauppakorkeakoulu / BIZ