Perceived value of second-hand clothing in centennials: Analysis of antecedents and effects

Abstract

Consumers are increasingly interested in second-hand clothing. This research analyzes how perceived benefits and risks influence the perceived value of secondhand clothing. In addition, we analyze the impact of perceived value on trust and recommendations to wear second-hand clothing. The empirical application uses structural equation modeling on a sample of 310 centennial consumers of second-hand clothing in Chetumal, Mexico. The results show that perceived benefits positively influence the perceived value of second-hand clothing, whereas perceived risks do not affect perceived value. Perceived value positively influences trust, and trust has a positive impact on consumer recommendations to wear second-hand clothing. The main findings suggest that the benefits perceived by consumers are an antecedent of the perceived value of second-hand clothing.