A cross-generational analysis of second-hand online shopping: comparing GenX, millennials and GenZ

Abstract

Purpose

The purpose of this study is to examine whether there are differences in second-hand online shopping behavior driven by the generational cohort.

Design/methodology/approach

Based on the generational cohort theory, this research examines what factors influence and prevent the purchase of second-hand products online, comparing generational cohorts. For this purpose, data are analyzed through multiple-group structural equation modeling (SEM) (Gen X = 176; Millennials = 197; Gen Z = 233).

Findings

Findings report noticeable different motivations and barriers across consumer generations in their second-hand shopping behavior: Gen X are mostly driven by economic motivations; Gen Z are driven by ethical motives, while economic and environmental motivations exert greater influence for Millennials. Conversely, functional risk is the main barrier for the three generational cohorts.

Originality/value

To the best of the authors’ knowledge, this is one first attempt to examine why different generational cohorts of consumers purchase or prevent from purchasing used items through the internet.

Citation

Calvo-Porral, C. and Viejo-Fernández, N. (2025), "A cross-generational analysis of second-hand online shopping: comparing GenX, millennials and GenZ", Journal of Consumer Marketing, Vol. 42 No. 1, pp. 93-105. https://doi.org/10.1108/JCM-04-2024-6725