The Effect of Perceived Value on Intention to Purchase Pre-Loved Luxury Fashion Products

Perihan Salah (), Ahmed M. Asfahani () and Faisal Hamad AlRajhi
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Perihan Salah: Marketing and Innovation Department, Faculty of Economics and International Trade, Egyptian Chinese University ECU, Cairo 4541312, Egypt
Ahmed M. Asfahani: Human Resources Department, University of Business and Technology, Jeddah 23435, Saudi Arabia
Faisal Hamad AlRajhi: Marketing Department, College of Business Administration (CBAK), Prince Sattam Bin Abdulaziz University, Al-Kharj 11942, Saudi Arabia

Sustainability, 2024, vol. 16, issue 23, 1-19

Abstract: This research aims to assess consumer attitudes towards purchasing pre-loved luxury fashion items and explore how these attitudes influence their intention to buy such products. Luxury goods consumption is evolving into a multifaceted proposition where customers actively take on new responsibilities. In addition to being purchasers and users, they occasionally turn into luxury brand product dealers. Luxury fashion, which includes more expensive materials, apparel, and frequently new and limited-edition items, is unquestionably stylish. Luxury brands could draw clients and the attention of many audiences, becoming quite prominent, even though luxury fashion only makes up a small portion of the economy compared to other significant businesses. Using a convenience sampling technique, data were collected from 282 individuals in Cairo. The analysis was conducted through SPSS software v2023. Our findings show that consumers’ concerns about the environment have a big influence on their perceived value (PI) of used luxury fashion items, both directly and indirectly through the mediation of their desire for sustainability. Nonetheless, attitude strength has a moderating effect on this association. It is interesting to note that the relationship between environmental concern and sustainability is weakened under the influence of attitude strength. Furthermore, our findings indicate that modest levels of attitude strength make it easy to change how customers’ environmental concerns affect their previously owned luxury fashion items. High-end stores can also fight off counterfeit marketplaces by providing authentication services to consumers of pre-loved luxury clothing. This study emphasizes the role of consumer attitude as a mediator in shaping purchase intentions for pre-loved luxury fashion. However, its focus on one region and cross-sectional data collection presents limitations. Future studies should explore other markets and use longitudinal data for a deeper understanding. This research contributes to the existing literature by offering insights for consumers, marketers, and sellers promoting pre-loved luxury fashion.

Keywords: sustainability; pre-loved luxury; circular economy; perceived consumer value; environmentalism; buying behavior (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2024
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