Millennials’ experiences with second-hand shopping online : A qualitative study about experiences, decision-making, and sustainability

Abstract: Purpose - The purpose of this study is to investigate online shopping experiences and the perception of used goods among Millennials. This paper will assess how different aspect influences the Millennials' consumption of second-hand goods in a sustainable manner and regarding their decision-making process.  Design/methodology/approach - To address the research questions, qualitative methods were used, including 24 semi-structured interviews with Millennials between 22 and 36 years old, who shop second-hand on Swedish online marketplaces.  Findings - The findings reveal various experiences of Millennials when buying and selling used goods online, and the reason for it being considered a trend today. Young people prefer to buy and sell used goods online, and favor Facebook Marketplace over other platforms. Moreover, Millennials are being influenced by the idea that buying and selling used goods is sustainable consumption. The affordable prices, however, are more motivating. In most cases, Millennials made sustainable buying decisions without considering sustainability. It does not appear that environmental concerns were a primary factor in these decisions. When selling used products, on the other hand, the factor of sustainability outweighs the factor of making money. These findings suggest that different motivations play a role in Millennials' buying and selling of used goods. Practical implication - The Millennial generation is highly interested in buying and selling second-hand goods online. As a result of this trend, "traditional" companies need to expand their offerings to attract and retain this customer group. Furthermore, they should also consider the different motivational factors involved in buying and selling used products. Originality/value - This study examined Millennials’ various experiences, taking a closer look at environmental concerns while buying and selling second-hand goods online. Furthermore, it is investigated which role the decision-making process has in their overall consumption of used goods.