Consumer Motivations in Fashion Resale - A Comparative Study of Vintage and Second-Hand Terminology
(2024) BUSN39 20241Department of Business Administration
- Abstract
- Research question: How do consumer motivations differ in response to the use of the term vintage compared to second-hand, influencing willingness to buy?
Purpose: The purpose of this thesis is to investigate young adults’ motivations and willingness to buy in the context of preowned fashion. Through a comparative study, from a consumer perspective, this study aims to understand how terms like second-hand and vintage evoke different motivations influencing consumer planned behavior. Understanding the distinct impacts of terminology on consumer planned behavior, provides valuable insights for companies to better adapt to consumer expectations and improve their competitiveness in the marketplace.
Methodology: This research adopted a... (More) - Research question: How do consumer motivations differ in response to the use of the term vintage compared to second-hand, influencing willingness to buy?
Purpose: The purpose of this thesis is to investigate young adults’ motivations and willingness to buy in the context of preowned fashion. Through a comparative study, from a consumer perspective, this study aims to understand how terms like second-hand and vintage evoke different motivations influencing consumer planned behavior. Understanding the distinct impacts of terminology on consumer planned behavior, provides valuable insights for companies to better adapt to consumer expectations and improve their competitiveness in the marketplace.
Methodology: This research adopted a qualitative approach conducting eleven semi-structured interviews with young adults in Europe who have a demonstrated interest in preowned fashion. The results were analyzed using deductive category assignment and structured content analysis to investigate how terminology influences consumers’ motives and intentions.
Theoretical Perspective: The research is grounded in the Theory of Planned Behavior, which explains how attitudes, subjective norms, and perceived behavioral control influence individuals’ intentions. The study extends the Theory of Planned Behavior by the components terminologies and consumer motivations. This theoretical perspective provides a robust framework for analyzing how terminological framing impacts consumer motivations and their willingness to buy in the fashion resale market.
Findings/Conclusion: The findings reveal differences in motivations evoked by the terms second-hand and vintage. Vintage uniquely evokes resale value consciousness, ethical considerations, and historical value, while second-hand is driven by frugality and ecological considerations. For aspects such as trust, authenticity, fashion trends, and self-identity, no distinct difference was observed between the two terms. The results highlight the complexity of consumer perceptions, showing that terminology significantly affects willingness to buy through a nuanced interplay of motivations and consumer knowledge. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9162811
- author
- Dinh, Diep My LU and Rüffel, Elena LU
- supervisor
- organization
- course
- BUSN39 20241
- year
- 2024
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Consumer Motivation, Preowned Fashion, Vintage Fashion, Second-Hand Fashion, Theory of Planned Behavior, Fashion Resale Market
- language
- English
- id
- 9162811
- date added to LUP
- 2024-06-25 13:10:46
- date last changed
- 2024-06-25 13:10:46
@misc{9162811,
abstract = {{Research question: How do consumer motivations differ in response to the use of the term vintage compared to second-hand, influencing willingness to buy?
Purpose: The purpose of this thesis is to investigate young adults’ motivations and willingness to buy in the context of preowned fashion. Through a comparative study, from a consumer perspective, this study aims to understand how terms like second-hand and vintage evoke different motivations influencing consumer planned behavior. Understanding the distinct impacts of terminology on consumer planned behavior, provides valuable insights for companies to better adapt to consumer expectations and improve their competitiveness in the marketplace.
Methodology: This research adopted a qualitative approach conducting eleven semi-structured interviews with young adults in Europe who have a demonstrated interest in preowned fashion. The results were analyzed using deductive category assignment and structured content analysis to investigate how terminology influences consumers’ motives and intentions.
Theoretical Perspective: The research is grounded in the Theory of Planned Behavior, which explains how attitudes, subjective norms, and perceived behavioral control influence individuals’ intentions. The study extends the Theory of Planned Behavior by the components terminologies and consumer motivations. This theoretical perspective provides a robust framework for analyzing how terminological framing impacts consumer motivations and their willingness to buy in the fashion resale market.
Findings/Conclusion: The findings reveal differences in motivations evoked by the terms second-hand and vintage. Vintage uniquely evokes resale value consciousness, ethical considerations, and historical value, while second-hand is driven by frugality and ecological considerations. For aspects such as trust, authenticity, fashion trends, and self-identity, no distinct difference was observed between the two terms. The results highlight the complexity of consumer perceptions, showing that terminology significantly affects willingness to buy through a nuanced interplay of motivations and consumer knowledge.}},
author = {{Dinh, Diep My and Rüffel, Elena}},
language = {{eng}},
note = {{Student Paper}},
title = {{Consumer Motivations in Fashion Resale - A Comparative Study of Vintage and Second-Hand Terminology}},
year = {{2024}},
}