Motivational drivers behind second-hand luxury consumption: a Qualitative Exploration of Consumption Motivations in Finland

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School of Business | Bachelor's thesis
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Date

2017

Department

Mikkelin kampus

Major/Subject

Mcode

Degree programme

(Mikkeli) Bachelor’s Program in International Business

Language

en

Pages

47

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Abstract

Objectives The main objectives of this study were to find out the motivational drivers behind second-hand consumption, luxury consumption and finally, second-hand luxury consumption. The first two were investigated in the literature review, and the motivational drivers behind second-hand consumption were researched through a qualitative exploration. Summary Luxury consumption is no longer restricted to brand new luxury goods. Instead, the resale of luxury goods is further increasing. Therefore, a need for a better understanding of the consumer segment participating in this new retail market exists. After exploring the motivational drivers behind both second-hand and luxury consumption, five fashion-conscious Finnish women were interviewed on their second-hand luxury consumption habits to explore the motivational drivers of the consumers. Conclusions The results of this study showed consistency with the literature on second-hand consumption and luxury consumption. Based on the results it can be concluded that product-related, social and personal factors drive second-hand luxury consumption. The findings of this study suggest that second-hand luxury consumers are motivated by a combination of these drivers. On the contrary, the study raises the issue of inauthenticity as a negative influencer of second-hand luxury consumption. Finally, even though eco-consciousness did not directly affect second-hand luxury consumption, the findings of this study show support for the circular economy -phenomenon.

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Thesis advisor

Turunen, Linda

Keywords

luxury, second-hand, consumer behavior, circular economy

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https://urn.fi/URN:NBN:fi:aalto-201705114455

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[kand] Kauppakorkeakoulu / BIZ (Open Access)