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Is Second-Hand the New Black? Understanding the Factors Influencing People's Intention to Purchase Second-Hand Clothing through Peer-to-Peer Sharing Platforms

Rendel, E.V. (2021) Is Second-Hand the New Black? Understanding the Factors Influencing People's Intention to Purchase Second-Hand Clothing through Peer-to-Peer Sharing Platforms.

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Abstract:This study investigates the Millennials and Generation Z consumer's intention to purchase second-hand clothes through peer-to-peer (P2P) sharing platforms in Germany and the Netherlands, using the Theory of Planned Behaviour (TPB). Further, in this study, the TPB is expanded by additional constructs (perceived sustainability, economic motivation, willingness to distance from the fashion industry, negative sentiments towards the fashion industry, trust & self-identity) to measure their effect on purchase intention. An online survey collected the responses from 300 young Dutch and German consumers (18-35) adopting a snowball sampling approach. This research found that online second-hand purchase intention is partially explained by the TPB with attitude and social norms. Among the additional constructs incorporated, self-identity, trust (in strangers and the platform), as well as negative sentiments towards the fast-fashion industry, positively influenced the consumer's intention to purchase second-hand clothes through P2P platforms. This study resulted in theoretical- and practical implications. Concerning the theoretical dimension, this study shows that the TBP can be expanded by additional antecedents to improve the predictive power of second-hand clothes purchase intention for Dutch and German consumers. This study also offers advice to P2P platform managers as well as practitioners operating in the fashion industry.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies, 77 psychology, 85 business administration, organizational science
Programme:Communication Studies BSc (56615)
Link to this item:http://purl.utwente.nl/essays/86396
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