Exploring Determinants of Second-Hand Apparel Purchase Intention and Word of Mouth: A Stimulus–Organism–Response Approach

Olga Tymoshchuk, Xingqiu Lou () and Ting Chi
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Olga Tymoshchuk: Department of Apparel, Merchandising, Design and Textiles, Washington State University, Pullman, WA 99164, USA
Xingqiu Lou: School of Fashion Design and Merchandising, College of the Arts, Kent State University, Kent, OH 44240, USA
Ting Chi: Department of Apparel, Merchandising, Design and Textiles, Washington State University, Pullman, WA 99164, USA

Sustainability, 2024, vol. 16, issue 11, 1-18

Abstract: The U.S. second-hand clothing industry is experiencing rapid growth, driven by increasing environmental awareness among consumers. However, there is a gap in understanding the driving forces behind this trend. This study aims to investigate the impact of external factors, including product quality, information quality, and service quality, on consumers’ internal emotions and examines how these emotional states, encompassing hedonic value, utilitarian value, environmental value, functional risk, aesthetic risk, and sanitary risk, influence their purchase intentions and word-of-mouth recommendations. Data were collected from 448 consumers who have shopped for second-hand clothing through an online survey conducted on Qualtrics. Multiple regression was applied to test the hypotheses. The findings indicate that product quality, information quality, and service quality enhance consumers’ perceived hedonic, utilitarian, and environmental values. Furthermore, service quality significantly reduces consumers’ perceived risks in terms of functionality, aesthetics, and sanitation. Additionally, consumers’ purchase intentions and word of mouth regarding second-hand clothing are positively influenced by their perceived hedonic, utilitarian, and environmental values. This research enriches the understanding of consumer behavior in the second-hand marketplace and offers insightful implications for retailers and marketers in the second-hand clothing industry.

Keywords: second-hand clothing; sustainable fashion consumption; perceived value; perceived risk; purchase intention; WOM; U.S. consumers (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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