Exploring customer engagement on Facebook marketplace for second-hand clothing

Rashmini Sharma, Shavneet Sharma and Gurmeet Singh

Social Responsibility Journal, 2024, vol. 20, issue 10, 2149-2173

Abstract: Purpose - This study aims to explore customers’ second-hand clothing purchases and their engagement on the Facebook marketplace. Design/methodology/approach - A conceptual model is developed, building upon the online second-hand shopping motivation (OSSM) scale. Data gathered from 409 respondents was analysed using covariance-based structural equation modelling. Findings - The results highlight that economic, convenience, ideological motivations and environmental concerns impact customers’ purchase intention. Conversely, status consumption was found to impede customers’ purchase intentions. Notably, the elements of social media engagement, including consumption, contribution and creation, demonstrated significance as a consequence of customers’ second-hand clothing purchase intention. Originality/value - This study’s findings contribute to the knowledge encompassing sustainable fashion consumption, information systems and second-hand social media shopping. It uniquely explores customer behaviours related to second-hand clothes shopping on the Facebook marketplace by building upon the OSSM scale. These findings offer valuable insights, showcasing the determinants that can increase customer-centric social media engagement. These results inform online retailers on Facebook marketplace about sustainable practices, aligning with UN Sustainable Development Goals 12, 13 and 8, to promote a green global economy.

Keywords: Sustainable fashion consumption; Customer engagement; Social media; Facebook marketplace; Second-hand clothes (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:eme:srjpps:srj-10-2023-0588

DOI: 10.1108/SRJ-10-2023-0588

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