Customer Perspective Towards Secondhand Clothing and Its Impact on Customer's Loyalty: The Mediating Role of Customer Satisfaction

Janice Felicia De Sinta Adji; MG Westri Kekalih Susilowati

doi:10.18535/ijsrm/v13i01.em09

Abstract

This research explores how customer perception of critical, hedonic, economic, and virtuosity could affect their satisfaction and ultimately lead to repurchase intentions. Many businesses are working on converting themselves into sustainable businesses to contribute to the circular economy. Green marketing is a method that business owners can use to help their businesses become sustainable. A quantitative Structural Equation Modelling (SEM) approach was used to investigate the relationship among the variables modeled. This study covered 125 respondents as primary data resources. Questionnaires designed on a 1-5 Likert scale were used to collect the data. The results show that critical and hedonic aspects insignificantly influence customer satisfaction when wearing thrift fashion.

Meanwhile, economics and virtuosity positively influence customer satisfaction when they wear Tthrift fashion. Customer satisfaction positively impacts and mediates the influence of loyalty, which is one of the other indicators. The study contributes to understanding customer behavior toward secondhand products to develop strategies for enhancing customer satisfaction toward loyalty.

Keywords

secondhandthriftingperceptionsatisfactionloyalty

References

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Herjanto H, Amin M, Purinton E, Lindle II EL. Secondhand clothing purchase intentions: Generation Z’s perspective. J Glob Responsib. 2024 Jan;15(1):53–72.Google Scholar ↗
Taylor M, White KM, Caughey L, Nutter A, Primus A. Unique and Cheap or Damaged and Dirty? Young Women’s Attitudes and Image Perceptions about Purchasing Secondhand Clothing. Sustainability. 2023 Nov;15(23):16470.Google Scholar ↗
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Pookulangara,S., Shephard A. Slow Fashioin Movement: Understanding Consumer Perceptions-an Exploratory Study. J Retail Consum Serv. 2013;20(2):200–6.Google Scholar ↗
Han, F., Lang, C. and Qiu Y. Cleaning behavior based on waste textile before resource conversion and its challenges in China-a comprehensive review. J Clean Prod. 2022;370:133509.Google Scholar ↗
Lim WM. The sustainability pyramid: a hierarchical approach to greater sustainability and the United Nations sustainable development goals with implications for marketing theory, practice, and public policy. Aust Mark J. 2022;30:142–50.Google Scholar ↗
Armstrong, C.M., Niinimäki, K., Lang, C. and Kujala S. A Use-oriented Clothing Economy? Preliminary Affirmation for Sustainable Clothing Consumption Alternatives. Sustain Dev. 2016;24:18–31.Google Scholar ↗
Pederson, E.R.G. and Netter S. Collaborative Consumption Business Model Opportunities and Barriers for Fashion Libraries. J Fash Mark Manag. 2015;19(3):258–73.Google Scholar ↗
Waight E. Eco Babies: Reducing a Parent’s Ecological Footprint with Second-hand Consumer Goods. Int J Green Econ. 2013;7:197–211.Google Scholar ↗
Sorensen, K. and Jorgensen J. Millennial perceptions of fast fashion and second-hand clothing: an exploration of clothing preferences using Q methodology. Soc Sci. 2019;8:244.Google Scholar ↗
Yan, R.N., Bae, S.Y. and Xu H. Second-hand clothing shopping among college students: the role of psychographic characteristics. Young Consum. 2015;16:85–98.Google Scholar ↗
Koay, K.Y., Cheah, C.W., Lom HS. Does perceived risk influence the intention to purchase second-hand clothing? A multigroup analysis of SHC consumers versus non-SHC consumers.Google Scholar ↗
Zaman, M., Park, H., Kim, Y.K. and Park SH. Consumer orientations of second-hand clothing shoppers. J Glob Fash Mark. 2019;10:163–76.Google Scholar ↗
Laitala, K. and Klepp IG. Motivations for and against second-hand clothing acquisition. Cloth Cult. 2018;Google Scholar ↗
Herjanto, H. and Hendriana H. The Effect of Acculturation Attitude on Second-hand Clothes Purchases. Int J Bus Soc. 2020;21(2):540–522.Google Scholar ↗
Morseletto P. Targets for a circular economy. Resour Conserv Recycl [Internet]. 2020;153(November 2019):104553. Available from: https://doi.org/10.1016/j.resconrec.2019.104553DOI ↗Google Scholar ↗
Kant Hvass K. Business Model Innovation through Second Hand Retailing. J Corp Citisensh. 2015;57:11–32.Google Scholar ↗
Hur E. Rebirth fashion: Secondhand clothing consumption values and perceived risks. J Clean Prod. 2020;273.Google Scholar ↗
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Ferraro C, Sands S, Brace-Govan J. The role of fashionability in second-hand shopping motivations. J Retail Consum Serv [Internet]. 2016;32(July 2016):262–8. Available from: http://dx.doi.org/10.1016/j.jretconser.2016.07.006DOI ↗Google Scholar ↗
Pal R. Extended Responsibility through Servitization in PSS: an Exploratory Study of Used-clothing Sector. J Fash Mark Manag An Int J. 2016;20(4):453–70.Google Scholar ↗
Galante Amaral JH, Spers EE. Brazilian consumer perceptions towards second-hand clothes regarding Covid-19. Clean Responsible Consum. 2022;5(February).Google Scholar ↗
Raharja BN, Indati A. Hubungan antara Kebijaksanaan dengan Kepuasan Hidup pada Remaja. Gadjah Mada J Psychol. 2019 May;4(2):96.Google Scholar ↗
Kotler, Keller. Marketing Management 14e. Pearson Education Limited. 2013. 12–31 p.Google Scholar ↗
Saffanah Fausta Lamis., Putu Wuri Handayani. & WRF. Impulse Buying during Flash Sales in the Online Marketplace. Cogent Bus Manag. 2022;Google Scholar ↗
Edbring, E.G., Lehner, M. and Mont O. Exploring Consumer Attitudes to Alternative Models of Consumption: Motivations and Barriers. J Clean Prod. 2016;123:5–15.Google Scholar ↗
Ritch EL, Canning C, Siddiqui NQ. Resell-rewear: Examining consumer behaviour to advance the fashion circular economy. Pioneer New Perspect Fash Ind Disruption, Divers Sustain Innov. 2023;173–84.Google Scholar ↗
Arnould, E.J. and Bardhi F. Thrift Shopping: Combining Utilitarian Thrift and Hedonic Treat Benefits. J Consum Behav. 2005;4:223–33.Google Scholar ↗
Chandra JR, Adiwijaya M, Jaolis F. Pengaruh Customer Experiences Dan Brand Trust Terhadap Repurchase Intention Dengan Moderasi Sales Promotion Pada Spbu Shell Surabaya. J Manaj Pemasar. 2023;17(1):41–52.Google Scholar ↗
Richard L. O. Whence Consumer Loyalty. J Mark. 1999;Vol. 63(Special Issue):33–44.Google Scholar ↗
Söderlund M. Measuring customer loyalty with multi-item scales: A case for caution. Int J Serv Ind Manag. 2006;17(1):76–98.Google Scholar ↗
Fornell, C., & Larcker DF. Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. J Mark Res [Internet]. 1981;39–50. Available from: https://doi.org/10.1177/002224378101800104DOI ↗Google Scholar ↗
Machado MAD, Almeida SO de, Bollick LC, Bragagnolo G. Second-hand fashion market: consumer role in circular economy. J Fash Mark Manag. 2019;23(3):382–95.Google Scholar ↗
Cheung, G.W., Cooper-Thomas, H.D., Lau, R.S., & Wang LC. Reporting Reliability, Convergent and Discriminant Validity with Structural Equation Modeling: A Review and Best-practice Recommendations. Asia Pacific J Manag [Internet]. 2023; Available from: https://doi.org/10.1007/s10490-023-09871-yDOI ↗Google Scholar ↗
Chitturi, R., R. Raghunathan and VM. Form versus Function: How the Intensities of Specific Emotions Evoked in Functional versus Hedonic Trade-Offs Mediate Product Preferences. J Mark Res. 2007;702–14.Google Scholar ↗
Baker, J., D. Grewal and AP. The Influence of Store Environment on Quality Inferences and Store Image. J Acad Mark Sci. 1994;328–39.Google Scholar ↗
Burman, Ritika., Yizhuo, Chen., and Yingijao X. Exploring College Student’s Shopping Motivation for Secondhand Clothing. In: International Textile and Apparel Association (ITAA) Annual Conference Proceedings. New Orleans, LA, USA; 2013.Google Scholar ↗
Guiot D, Roux D. A second-hand shoppers’ motivation scale: Antecedents, consequences, and implications for retailers. J Retail. 2010;86(4):355–71.Google Scholar ↗
Dobscha S and JLO. An Ecofeminist Analysis of Environmentally Sensitive Women Using Qualitative Methodology: Findings on the Emancipatory Potential of an Ecological Life. J Public Policy Mark. 2001;Google Scholar ↗
Halicki D, Zaborek P, Meylan G. Sustainable Fashion Choices: Exploring European Consumer Motivations behind Second-Hand Clothing Purchases. Adm Sci. 2024;14(8).Google Scholar ↗
Crane A. Facing the Backlash: Green Marketing and Strategic Reorientation in the 1990s. J Strateg Mark. 2000;8(3):277–96.Google Scholar ↗
Isla VL. Investigating Second-hand Fashion Trade and Consumption in the Philippines: Expanding Existing Discourses. J Consum Cult. 2013;13:221–40.Google Scholar ↗

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[refR-2] Herjanto H, Amin M, Purinton E, Lindle II EL. Secondhand clothing purchase intentions: Generation Z’s perspective. J Glob Responsib. 2024 Jan;15(1):53–72.Google Scholar ↗

[refR-3] Taylor M, White KM, Caughey L, Nutter A, Primus A. Unique and Cheap or Damaged and Dirty? Young Women’s Attitudes and Image Perceptions about Purchasing Secondhand Clothing. Sustainability. 2023 Nov;15(23):16470.Google Scholar ↗

[refR-4] Kamyar Shirvanimoghaddam, Bahareh Motamed, Seeram Ramakrishna MN. Death by Waste: Fashion and Textile Circular Economy Case. 2023;(July).Google Scholar ↗

[refR-5] Pookulangara,S., Shephard A. Slow Fashioin Movement: Understanding Consumer Perceptions-an Exploratory Study. J Retail Consum Serv. 2013;20(2):200–6.Google Scholar ↗

[refR-6] Han, F., Lang, C. and Qiu Y. Cleaning behavior based on waste textile before resource conversion and its challenges in China-a comprehensive review. J Clean Prod. 2022;370:133509.Google Scholar ↗

[refR-7] Lim WM. The sustainability pyramid: a hierarchical approach to greater sustainability and the United Nations sustainable development goals with implications for marketing theory, practice, and public policy. Aust Mark J. 2022;30:142–50.Google Scholar ↗

[refR-8] Armstrong, C.M., Niinimäki, K., Lang, C. and Kujala S. A Use-oriented Clothing Economy? Preliminary Affirmation for Sustainable Clothing Consumption Alternatives. Sustain Dev. 2016;24:18–31.Google Scholar ↗

[refR-9] Pederson, E.R.G. and Netter S. Collaborative Consumption Business Model Opportunities and Barriers for Fashion Libraries. J Fash Mark Manag. 2015;19(3):258–73.Google Scholar ↗

[refR-10] Waight E. Eco Babies: Reducing a Parent’s Ecological Footprint with Second-hand Consumer Goods. Int J Green Econ. 2013;7:197–211.Google Scholar ↗

[refR-11] Sorensen, K. and Jorgensen J. Millennial perceptions of fast fashion and second-hand clothing: an exploration of clothing preferences using Q methodology. Soc Sci. 2019;8:244.Google Scholar ↗

[refR-12] Yan, R.N., Bae, S.Y. and Xu H. Second-hand clothing shopping among college students: the role of psychographic characteristics. Young Consum. 2015;16:85–98.Google Scholar ↗

[refR-13] Koay, K.Y., Cheah, C.W., Lom HS. Does perceived risk influence the intention to purchase second-hand clothing? A multigroup analysis of SHC consumers versus non-SHC consumers.Google Scholar ↗

[refR-14] Zaman, M., Park, H., Kim, Y.K. and Park SH. Consumer orientations of second-hand clothing shoppers. J Glob Fash Mark. 2019;10:163–76.Google Scholar ↗

[refR-15] Laitala, K. and Klepp IG. Motivations for and against second-hand clothing acquisition. Cloth Cult. 2018;Google Scholar ↗

[refR-16] Herjanto, H. and Hendriana H. The Effect of Acculturation Attitude on Second-hand Clothes Purchases. Int J Bus Soc. 2020;21(2):540–522.Google Scholar ↗

[refR-17] Morseletto P. Targets for a circular economy. Resour Conserv Recycl [Internet]. 2020;153(November 2019):104553. Available from: https://doi.org/10.1016/j.resconrec.2019.104553DOI ↗Google Scholar ↗

[refR-18] Kant Hvass K. Business Model Innovation through Second Hand Retailing. J Corp Citisensh. 2015;57:11–32.Google Scholar ↗

[refR-19] Hur E. Rebirth fashion: Secondhand clothing consumption values and perceived risks. J Clean Prod. 2020;273.Google Scholar ↗

[refR-20] Valor C, Ronda L, Abril C. Understanding the expansion of circular markets: Building relational legitimacy to overcome the stigma of second-hand clothing. Sustain Prod Consum [Internet]. 2022;30:77–88. Available from: https://doi.org/10.1016/j.spc.2021.11.027DOI ↗Google Scholar ↗

[refR-21] Sun Y., Leng, K. and Xiong H. Research on the Influencing Factors of Consumers’ Green Purchase Behavior in the Post-pandemic Era. J Retail Consum Serv. 2022;69:103–18.Google Scholar ↗

[refR-22] Ferraro C, Sands S, Brace-Govan J. The role of fashionability in second-hand shopping motivations. J Retail Consum Serv [Internet]. 2016;32(July 2016):262–8. Available from: http://dx.doi.org/10.1016/j.jretconser.2016.07.006DOI ↗Google Scholar ↗

[refR-23] Pal R. Extended Responsibility through Servitization in PSS: an Exploratory Study of Used-clothing Sector. J Fash Mark Manag An Int J. 2016;20(4):453–70.Google Scholar ↗

[refR-24] Galante Amaral JH, Spers EE. Brazilian consumer perceptions towards second-hand clothes regarding Covid-19. Clean Responsible Consum. 2022;5(February).Google Scholar ↗

[refR-25] Raharja BN, Indati A. Hubungan antara Kebijaksanaan dengan Kepuasan Hidup pada Remaja. Gadjah Mada J Psychol. 2019 May;4(2):96.Google Scholar ↗

[refR-26] Kotler, Keller. Marketing Management 14e. Pearson Education Limited. 2013. 12–31 p.Google Scholar ↗

[refR-27] Saffanah Fausta Lamis., Putu Wuri Handayani. & WRF. Impulse Buying during Flash Sales in the Online Marketplace. Cogent Bus Manag. 2022;Google Scholar ↗

[refR-28] Edbring, E.G., Lehner, M. and Mont O. Exploring Consumer Attitudes to Alternative Models of Consumption: Motivations and Barriers. J Clean Prod. 2016;123:5–15.Google Scholar ↗

[refR-29] Ritch EL, Canning C, Siddiqui NQ. Resell-rewear: Examining consumer behaviour to advance the fashion circular economy. Pioneer New Perspect Fash Ind Disruption, Divers Sustain Innov. 2023;173–84.Google Scholar ↗

[refR-30] Arnould, E.J. and Bardhi F. Thrift Shopping: Combining Utilitarian Thrift and Hedonic Treat Benefits. J Consum Behav. 2005;4:223–33.Google Scholar ↗

[refR-31] Chandra JR, Adiwijaya M, Jaolis F. Pengaruh Customer Experiences Dan Brand Trust Terhadap Repurchase Intention Dengan Moderasi Sales Promotion Pada Spbu Shell Surabaya. J Manaj Pemasar. 2023;17(1):41–52.Google Scholar ↗

[refR-32] Richard L. O. Whence Consumer Loyalty. J Mark. 1999;Vol. 63(Special Issue):33–44.Google Scholar ↗

[refR-33] Söderlund M. Measuring customer loyalty with multi-item scales: A case for caution. Int J Serv Ind Manag. 2006;17(1):76–98.Google Scholar ↗

[refR-34] Fornell, C., & Larcker DF. Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. J Mark Res [Internet]. 1981;39–50. Available from: https://doi.org/10.1177/002224378101800104DOI ↗Google Scholar ↗

[refR-35] Machado MAD, Almeida SO de, Bollick LC, Bragagnolo G. Second-hand fashion market: consumer role in circular economy. J Fash Mark Manag. 2019;23(3):382–95.Google Scholar ↗

[refR-36] Cheung, G.W., Cooper-Thomas, H.D., Lau, R.S., & Wang LC. Reporting Reliability, Convergent and Discriminant Validity with Structural Equation Modeling: A Review and Best-practice Recommendations. Asia Pacific J Manag [Internet]. 2023; Available from: https://doi.org/10.1007/s10490-023-09871-yDOI ↗Google Scholar ↗

[refR-37] Chitturi, R., R. Raghunathan and VM. Form versus Function: How the Intensities of Specific Emotions Evoked in Functional versus Hedonic Trade-Offs Mediate Product Preferences. J Mark Res. 2007;702–14.Google Scholar ↗

[refR-38] Baker, J., D. Grewal and AP. The Influence of Store Environment on Quality Inferences and Store Image. J Acad Mark Sci. 1994;328–39.Google Scholar ↗

[refR-39] Burman, Ritika., Yizhuo, Chen., and Yingijao X. Exploring College Student’s Shopping Motivation for Secondhand Clothing. In: International Textile and Apparel Association (ITAA) Annual Conference Proceedings. New Orleans, LA, USA; 2013.Google Scholar ↗

[refR-40] Guiot D, Roux D. A second-hand shoppers’ motivation scale: Antecedents, consequences, and implications for retailers. J Retail. 2010;86(4):355–71.Google Scholar ↗

[refR-41] Dobscha S and JLO. An Ecofeminist Analysis of Environmentally Sensitive Women Using Qualitative Methodology: Findings on the Emancipatory Potential of an Ecological Life. J Public Policy Mark. 2001;Google Scholar ↗

[refR-42] Halicki D, Zaborek P, Meylan G. Sustainable Fashion Choices: Exploring European Consumer Motivations behind Second-Hand Clothing Purchases. Adm Sci. 2024;14(8).Google Scholar ↗

[refR-43] Crane A. Facing the Backlash: Green Marketing and Strategic Reorientation in the 1990s. J Strateg Mark. 2000;8(3):277–96.Google Scholar ↗

[refR-44] Isla VL. Investigating Second-hand Fashion Trade and Consumption in the Philippines: Expanding Existing Discourses. J Consum Cult. 2013;13:221–40.Google Scholar ↗