Consumer Behavior

What Impacts Consumers to Value Secondhand Apparel? A Consumer Theory Study Background

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Abstract

The sustainable consumption trend has increased the secondhand fashion products usage, yet most people are reluctant to purchase such products. One of the obstacles for second-hand apparel consumption is the stigma associated with these products. It is assumed that online shopping might reduce the stigma. This study aims to investigate the symbolic value of the secondhand apparel in online retail. To study the symbolic value, it is important to examine the product owner’s identity. To reach the purpose of the study the perceived value, commodity theory, and extended-self theory will be applied. The basic assumptions are as follows: the uniqueness of the product positively and perceived contamination negatively impact the symbolic value of the product. Also, consumer’s need for uniqueness and self-reported level of extended-self moderate the beforementioned relationships respectively.

Keywords: Extended-self theory, Need for uniqueness, Commodity theory, Secondhand fashion

How to Cite:

Einollahi, S. & Kim, S., (2020) “What Impacts Consumers to Value Secondhand Apparel? A Consumer Theory Study Background”, International Textile and Apparel Association Annual Conference Proceedings 77(1). doi: https://doi.org/10.31274/itaa.12178