Do consumer values and perceived readiness impact secondhand luxury consumption? A goal-framing theory approach

Jain, Sheetal; Rathi, Rubal

doi:10.1108/jpbm-10-2021-3703

Cited by 19 publications

(7 citation statements)

References 93 publications

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“…The Indian culture exhibits complex social and cultural phenomena such as social norms, values and beliefs (Eng and Bogaert, 2010) that are difficult to quantify. With regard to SHL, Indian consumers also differ from their Western counterparts in their perceived readiness for adoption, attitude toward the products and perceived risks (Jain and Rathi, 2023). Thus, qualitative research is better suited.…”

Section: Methodsmentioning

confidence: 99%

“…Asian consumers have hesitated to adopt secondhand due to stigma but have recently embraced SHL (Tu et al ., 2022), overcoming social embarrassment (Cervellon and Vigreux, 2018). In collectivistic societies like India, as the focus is on an enhanced social image, these consumers are slowly shifting toward a more sustainable way to consume luxury by adopting SHL (Jain and Rathi, 2023). A review of prior SHL literature indicates scholarly interest in consumer intention and resulting behavior.…”

Section: Literature Reviewmentioning

confidence: 99%

“…Resultantly, the secondhand luxury (SHL) market is accelerating four times faster than the luxury industry's growth (Luxebook, 2020). SHL, also known as pre-owned or pre-loved luxury, are high-end products that are previously owned and used (Jain and Rathi, 2023). The premier consumer segment shaping sustainable consumption are young adults, i.e.…”

Section: Introductionmentioning

confidence: 99%

“…Although the available literature has contributed to an early understanding of SHL models and their adoption motivations, a holistic view with joint insights into motivational and resistance factors is missing, especially for a young demographic. Since young consumers are "more active in the secondhand luxury market than average" (BCG, 2019) but secondhand is stigmatized in India (Jain and Rathi, 2023), there lies a critical gap in academic knowledge of the reasons to resist purchasing SHL that needs exploration. The purpose of this research is to bridge this gap of partial inclusion by grounding in the Behavioral Reasoning Theory (BRT) and deeply understanding consumers' intention to engage with and resist SHL.…”

Section: Introductionmentioning

confidence: 99%

“…The rising popularity of luxury resale is reflected in academic research on circularity and collaborative consumption (Pantano and Stylos, 2020). Through previous research, significant consumer-focused themes have emerged: determinants of vintage and SHL purchase (Battle et al , 2018); antecedents for SHL consumption (Kessous and Valette-Florence, 2019); positive aspects of access-based models (Hu et al ., 2019); creativity and nostalgia as motivations to buy SHL (Stolz, 2022); and values shaping SHL consumption (Jain and Rathi, 2023), where the emphasis has been on the factors that drive this consumption (Ryding et al , 2017) (Table I). More specifically, the existing studies have focused on the reasons that facilitate SHL consumption, while the equally essential inhibitors or barriers have been overlooked.…”

Section: Introductionmentioning

confidence: 99%

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Exploring young consumer's adoption of secondhand luxury: insights from a qualitative study

Rathi

Jain²,

Garg

2023

JFMM

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PurposeThis study explores reasons for and against secondhand luxury (SHL) fashion adoption among young consumers in an emerging nation, India. As a trend, SHL has witnessed tremendous growth in the past few years, but scholarly interest remains scant.Design/methodology/approachDrawing from an interpretivist paradigm, this study uses an exploratory qualitative approach with 26 semi-structured interviews with SHL buyers, analyzed using NVivo software.FindingsThe findings shed significant light on value drivers and find support for status value, uniqueness value, quality value and monetary value, while adding the role of emotional value in reasons for SHL adoption. The results reveal an interesting trait of Indian consumers: price, fashion and celebrity association outweigh sustainability concerns, where an attitude–behavior gap is observed. Also, the findings add depth to risk perceptions as a major reason against SHL adoption.Originality/valueWhile most existing studies have only focused on the motivational drivers, this study offers in-depth insights into the growing SHL literature by drawing attention to the enablers and equally important inhibitors by applying the novel Behavioral Reasoning Theory. It also intends to enhance practitioner knowledge in understanding a culturally diverse market and developing strategies relevant to a new set of consumers. The study calls for SHL retailers to sensitize young consumers in India about the sustainability aspect of SHL consumption, which is currently less appreciated.

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Section: Methodsmentioning

confidence: 99%

Section: Literature Reviewmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 3 more Smart Citations

Exploring young consumer's adoption of secondhand luxury: insights from a qualitative study

Rathi

Jain²,

Garg

2023

JFMM

Self Cite

View full text Add to dashboard Cite

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Investigating the Customer Journey in Second‐Hand Fashion Platforms: Implications for Luxury Brand Management

Murtas,

Pedeliento

2024

J of Consumer Behaviour

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Consumers' increasing environmental concerns are prompting a shift in fashion consumption, fueling the remarkable growth of the second‐hand market. Over the last decade, this trend has spurred the emergence of a plethora of online platforms dedicated to the resale of pre‐loved fashion items. As consumers can easily access luxury garments at affordable prices through second‐hand platforms, the rapid expansion of these indirect channels holds the potential to further redefine how consumers experience and access luxury, significantly contributing to its democratization. While scholarly interest in second‐hand luxury has recently surged, current research has overlooked the experience consumers live when purchasing from such channels. Our research aims to fill this gap by delving into the customers' journey within these marketplaces, unraveling their experiences, perceptions, and decision‐making processes when purchasing second‐hand luxury. Twenty‐four in‐depth interviews with established luxury consumers who have recently purchased second‐hand luxury items through these platforms were conducted. The customer experience and journey framework was applied as a theoretical lens to make sense of such interactions. The findings reveal that consumers are drawn by the perceived endless availability of luxury items and the opportunity to compare different listings. Still, concerns over brand dilution, counterfeiting, and the absence of a sought‐after luxury experience pose significant challenges during the customer journey. This research contributes to the emerging field of second‐hand luxury by shedding light on the intricacies of the customer experience within these platforms. The article concludes with managerial insights aimed at assisting luxury brand managers in developing strategies and tactics in a market environment where second‐hand platforms are gaining momentum.

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Luxury value perceptions and consumer outcomes: A meta‐analysis

Akarsu,

Shaikh,

Maity

2024

Psychology and Marketing

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Luxury value perception is a well‐researched, yet fragmented domain. Extant research reports several dimensions of luxury value perception, where different investigations identify varying dimensions and their impact on several consumer‐related outcomes. However, such findings are inconsistent across studies, which are carried out across various contexts using disparate samples. In this research, we use the Theory of Consumption Value and Economic Theory to provide a comprehensive understanding of the dimensions, outcomes, and moderators of luxury value perception. This investigation synthesizes extant literature through a meta‐analysis to explain the inconsistent findings and offer new insights. The meta‐analysis integrates findings from 64 papers that report 74 separate studies with 32,587 participants/consumers. The impact of the dimensions of luxury value perception (functional, social, emotional, conditional, epistemic, and economic) on consumer outcomes (affective, cognitive, and behavior), and the moderating effects of several moderators (industry type, culture, gender, and publication year) are conceptualized and examined through meta‐analytic techniques. Some relationships are under‐researched in literature and cannot be tested, which provides scope for future investigations. This research is valuable for theory as we offer novel insights and identify boundary conditions that advance theoretical understanding of the domain. Managers will benefit from this holistic understanding as they may apply the insights obtained to formulate nuanced marketing and branding strategies.

show abstract

Do consumer values and perceived readiness impact secondhand luxury consumption? A goal-framing theory approach

Cited by 19 publications

References 93 publications

Exploring young consumer's adoption of secondhand luxury: insights from a qualitative study

Exploring young consumer's adoption of secondhand luxury: insights from a qualitative study

Investigating the Customer Journey in Second‐Hand Fashion Platforms: Implications for Luxury Brand Management

Luxury value perceptions and consumer outcomes: A meta‐analysis

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