Understanding the Influencers of Second-Hand Apparel Shopping Behavior

146 Pages·2017·2.59 MB·English

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Theses and Dissertations (Comprehensive)
2016
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Robyn Hobbs
Wilfrid Laurier University, [email protected]
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Hobbs, Robyn, "Understanding the Influencers of Second-Hand Apparel Shopping Behavior" (2016).
Theses and Dissertations (Comprehensive). 1887.
https://scholars.wlu.ca/etd/1887
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Understanding the Influencers of Second-Hand Apparel
Shopping Behavior
By

Robyn Hobbs

Submitted in partial fulfillment for
the requirements of the degree of
Masters of Environmental Studies

Wilfrid Laurier University
2016

Signed release form:

NAME: Robyn Hobbs

TITLE OF THESIS: Understanding the Influencers of Second-Hand Apparel Shopping Behavior

DEGREE: Masters of Environmental Studies

YEAR: 2016

This thesis becomes the property of Wilfrid Laurier University.
The undersigned gives the University the right to permit
the thesis to be consulted or borrowed as a regular part
of the University holdings, and also to reproduce it
in whole or in part in any form.
SIGNATURE:

DATE: September 20, 2016
Table of Contents

1. Abstract ....................................................................................................................... 5
2. Acknowledgments....................................................................................................... 6
3. Introduction ................................................................................................................. 6
3.1. Objectives ............................................................................................................. 8
4. Literature Review........................................................................................................ 8
4.1. Consumer decision-making theory and models ................................................... 8
4.1.1. Consumer Decision Making for Second-Hand Goods................................ 12
4.2. Factors Influencing the Decision Making Process ............................................. 13
4.2.1. Social Influence .......................................................................................... 15
4.2.2. Costs ............................................................................................................ 16
4.2.3. Influence of Recommendations .................................................................. 18
4.3. Second-Hand Retail - Resale and Purchasing Non-New Products .................... 19
4.3.1. Identified special factors influencing purchases ......................................... 20
4.3.2. Costs ............................................................................................................ 21
4.3.3. Social Influence .......................................................................................... 22
4.3.4. Trends ......................................................................................................... 23
4.3.5. Environmentally-Friendly ........................................................................... 26
4.4. Conclusion .......................................................................................................... 27
5. Methods..................................................................................................................... 28
5.1. Survey Instrument .............................................................................................. 29
5.2. Study Site and Population .................................................................................. 31
5.3. Sampling............................................................................................................. 33
5.4. Data Analysis Procedures................................................................................... 34
6. Results ....................................................................................................................... 37
6.1. Sample Characteristics ....................................................................................... 37
6.2. Second-Hand Apparel Shopping Behavior: Location, Duration, and Expenditures 42
6.3. Second-Hand Apparel Shopping Attitudes ........................................................ 45
6.4. Relationships between Shopping Behaviour, Attitudes and Socio-Demographics49
6.5. Unique Groupings of Second-Hand Shoppers ................................................... 63
7. Discussion & conclusion........................................................................................... 81
7.1. Summary of Results ........................................................................................... 81
7.2. Contribution to the Literature ............................................................................. 89
7.3. Implications for Retailers ................................................................................... 93
7.4. Theoretical Implications ..................................................................................... 96
7.5. Further Research & Limitations ......................................................................... 98
8. References ............................................................................................................... 102
9. Appendix ................................................................................................................. 108
List of Figures & Tables
Figure 1 Consumer Decision Process EBM Model .......................................................... 10
Figure 2 Mental Accounting Theory Model ..................................................................... 11
Figure 3 Conceptual Matrix for Product Cues in Second-Hand Market .......................... 13
Figure 4 Survey Handout .................................................................................................. 30
Figure 5 Kitchener - Cambridge - Waterloo, Ontario Census Data .................................. 32
Figure 6 Study Locations for Surveys in the KW Region ................................................ 34
Figure 7 Conceptual Map of Process and Influencers for Second Hand Shopping .......... 98
Figure 8 Study Questionnaire ......................................................................................... 108

Table 1 Style by Category................................................................................................. 23
Table 2 KW Region Ethnic Groups, 2006 Census ........................................................... 31
Table 3 Variable Name Guide for Results ........................................................................ 35
Table 4 Socio-Demographic Characteristics of the Sample (n=157) ............................... 40
Table 5 Second-Hand Apparel Shopping Locations ......................................................... 43
Table 6 Hours Spent Second-Hand Apparel Shopping per Week by Location (In-store vs. Online) 44
Table 7 Expenditures for Second-Hand Apparel Shopping per Week by Location (In-store vs. Online) 44
Table 8 Second-Hand Apparel Shopping Attitudes, by Location (In-store Versus Online)47
Table 9 Correlation Values Between In Store Behaviors and Attitudes ........................... 52
Table 10 Correlation Values Between On-Line Behavioral and Attitude Variables ........ 59
Table 11 Correlation Values between Money Spent and Socio-Demographics ............... 62
Table 12 Hours Spent Second-Hand Apparel Shopping Per Week by Education Level and Household Income 63
Table 13 Money Spent Second-Hand Apparel Shopping Per Week by Personal Income and City of Residence 63
Table 14 Principal Component Matrix for Shopper’s Second-Hand Store Preferences ... 66
Table 15 Principal Component Matrix for Second-Hand Shopper’s Store Preferences, with added Socio-Demographics Variables
................................................................................................................................... 70
Table 16 Principal Component Matrix Groupings of In-Store Shopping Attitudes and Socio-Demographics 73
Table 17 Principal Component Matrix Groupings for Online Shopping Attitudes and Socio-Demographics 78
Table 18 Non-Response Observations by Random Sample n=91 .................................. 116

1. ABSTRACT
Shopping for second-hand apparel is rapidly growing and has become a notable segment of the retail market. The purpose of
this study is to determine what influences consumers when shopping second-hand for apparel products in-store and online. According
to the existing literature, a number of key factors play significant roles for second-hand apparel shopping consumer decisions. They
include: social, costs, trends and environmental influencers. Past research has not concentrated in-depth on the hedonistic and social
influences of second-hand apparel shopping, financial factors, and time spent shopping for second-hand apparel. This study has
observed the socio-demographic profile of second-hand shoppers, what location is preferred for shopping, and what influences them in
their purchase decision-making. Quantitative research methods were used to observe consumer behavior, shopping attitudes both in-
store and online, and socio-demographics. Surveys were conducted with 157 participants, in-person and online. The results of the
study show the key factors which influence second-hand apparel shopping are social, economic, and environmental. The majority of
shopping for second-hand apparel is in-store, more women are shopping than men and, perceived value and social influence are the
key to what drives consumers to shop and purchase while income is not a key indicator. The findings of this study further our
understanding of consumers of second-hand apparel, where they shop, and what influences them. This provides needed information to
second-hand retailers to better tailor shopping environments.