Do consumer values and perceived readiness impact secondhand luxury consumption? A goal-framing theory approach
Journal of Product & Brand Management
ISSN: 1061-0421
Article publication date: 16 February 2023
Issue publication date: 15 August 2023
Abstract
Purpose
Drawing on goal framing theory, this study aims to investigate consumer values and perceived readiness to engage in secondhand luxury consumption, a form of pro-environmental behavior.
Design/methodology/approach
An integrative conceptual model is proposed based on goal- framing theory to gauge the role of various goals driving Gen Z’s secondhand luxury purchase. Cross-sectional data were collected from 246 Indian secondhand luxury shoppers and analyzed using structural equation modeling and PROCESS Macro.
Findings
Results demonstrated that both egoistic and altruistic value frames drive secondhand luxury purchase intention through attitude and subjective norms (SNs), respectively. Interestingly, attitude significantly leads to consumer perceived readiness, but readiness does not directly affect purchase intention. Further, risk perceptions moderate the effect of readiness and SNs.
Originality/value
Academic literature lacks empirical evidence on secondhand luxury as a form of pro-environmental behavior and Gen Z argued to be the most influential generation driving this market has not been investigated so far. Through an emerging economy context, this study contributes important implications for luxury brands entering the secondhand market, secondhand retailers and scholars about what motivates young consumers and drives purchase decisions while engaging with an otherwise stigmatized market.
Keywords
Citation
Jain, S. and Rathi, R. (2023), "Do consumer values and perceived readiness impact secondhand luxury consumption? A goal-framing theory approach", Journal of Product & Brand Management, Vol. 32 No. 7, pp. 973-987. https://doi.org/10.1108/JPBM-10-2021-3703
Publisher
:Emerald Publishing Limited
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