Exploring the Impact of Consumers’ Second-Hand Clothing Motivations on Shopping Outcomes: An Investigation of Weekend Market Patronage in Thailand

Abstract

As the global economic recession continues, the consumption of second-hand clothing has received considerable attention among consumers across the globe. This phenomenon has resulted in the proliferation of thrift stores, open-air weekend markets (or flea markets), garage sales, and rummage sale where consumers may acquire second-hand clothing products. This global growth trend has changed consumers’ interest in, and evaluation of, second-hand clothing and is particularly observed in many developing countries such as Thailand. Researchers have contended that the dialectical perspective of shopping (provisional and hedonic orientations) may help explain the growing consumer interest in second-hand clothing (Bardhi and Arnold 2005). Given the aforementioned trends, we are interested in understanding the reasons why consumers choose to visit a weekend market for second-hand clothing. This understanding is particularly relevant because it can help local small business entrepreneurs to attract and maintain their customers.