Identifying the Barriers to Pre-owned Fashion: A Consumer Perspective

Abstract: Thesis Purpose: This study aims to enhance the understanding of factors that discourage consumers from buying pre-owned fashion in a multichannel retail setting. Methodology: Rooted in a qualitative and exploratory method, this study is further guided by an abductive approach. By embracing the essence of the social constructivist epistemology and a relativistic ontological standpoint, it delves into the intricate nuances of consumer behavior. Theoretical Perspective: An extended version of the Theory of Planned Behavior which additionally includes disruptions and Self-identity lays the foundation for this study. Additional theories regarding sustainable consumption and consumer behavior further support the research. Empirical Data: The empirical material consists of eight semi-structured interviews and two focus groups with female participants in the age range of 22-26 years old. The data is presented according to the themes identified and whether the barrier is internal or external. Findings/Conclusions: The study emphasizes the dynamic and multidimensional nature of the planned behavior process, where past experiences and barriers can influence decision-making within the second-hand and vintage market. The findings suggest that a key barrier is the considerable amount of investment of time and effort required during the shopping process. The importance of quality assurance and presentation online is accentuated due to the absence of physical interaction. Consequently, stemming from online and offline shopping, clear return and exchange policies are crucial. It was further found that there is a lack of information and awareness regarding the items and the market, resulting in misconceptions and uncertainty. Practical Implications: This study offers four key recommendations to second-hand and vintage retailers which includes: improving customer experience, eliminating negative stereotypes, fostering trust in online platforms, and employing appropriate marketing strategies. Adopting these strategies could enhance pre-owned fashion consumption, improve customer engagement, and mitigate common retail disruptions in online and offline stores.