Motivations for Consumption of Second-hand Fashion: A Quantitative Study of Motivational Drivers of Finnish Consumers

Abstract

Objectives The main objectives of this study were to explore and investigate the motivations that drive consumption in the second-hand fashion market. The factors investigated were the critical, economic, hedonistic, nostalgistic and fashion interest motivational factors that were recognised by previous literature. All the factors were researched utilizing quantitative research approach

Summary

Second-hand consumption of fashion has been increasing in popularity in the last few years. There is such a need for a better understanding of the consumers motivations for engaging actively in the market. After literature research of previously studied second-hand market motivations, a quantitative online survey was conducted.

Conclusions

The results show that these customers are highly driven by multiple factors, but that the economic motivations examined in previous studies are not as relevant today. Consumers are driven considerably highly by the hedonistic experiences of these stores. They provide shopping experiences that conventional stores cannot. The market of second-hand fashion is also motivated by interest in fashion. These clothes are deemed fashionable, unique and desirable and not just a cheaper alternative. The stores have therefore evolved from cheap commodities into their own fashion trend.