Consumer Behavior

Stompin’ in My Air Force Ones: An Investigation Into the Sneaker Resale Market

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Abstract

The purpose of this study was to examine the influence of popular culture and social media in the appeal of sneaker resale retailers (i.e., StockX, GOAT) to fashion conscious consumers and how that impacts their purchase intentions. This exploratory study utilizes the theory of reasoned action (TRA) as this framework can aid in explaining the consumer nature in the secondary sneaker retailers. The findings of this study support the theory of reasoned action by suggesting that the social mechanisms such as popular culture and social media, adopted in this study positively influence the consumer, who is characterized as having high levels of fashion consciousness, which positively influenced their attitudes towards the sneaker resale retailer and subjective norms which consequently influenced purchase intention of sneakers. By exploring the effects of media and culture on consumer behavior as it relates to the sneaker resale market, industry practitioners and academia can better understand this phenomenon.

Keywords: fashion consciousness, sneaker resale, collaborative market

How to Cite:

Slaton, K. & Pookulangara, S., (2020) “Stompin’ in My Air Force Ones: An Investigation Into the Sneaker Resale Market”, International Textile and Apparel Association Annual Conference Proceedings 77(1). doi: https://doi.org/10.31274/itaa.12209