Consumer Behavior in Second-Hand Luxury Goods

Consumer engagement with second-hand luxury goods has evolved from niche thrift practices to a mainstream phenomenon underpinned by shifting values towards sustainability, affordability and self-expression. Motivations range from economic considerations and desire for unique items to ethical commitments and environmental consciousness. Social identity and personal identity both play critical roles, as acquiring pre-owned luxury items can signal membership in ecologically aware or fashion-savvy communities. Barriers persist in the form of perceived authenticity risk, quality uncertainty and lack of standardised after-sales services. The rise of digital resale platforms has transformed the acquisition process, emphasising seamless user experience, trust-building mechanisms and transparent condition grading. Global markets exhibit heterogeneity: mature markets in North America and Europe often emphasise circular consumption and status preservation, while emerging markets balance cost saving with aspirational branding. Practical applications include tailored marketing strategies, improved authentication technologies and regulatory initiatives to foster consumer confidence and resource efficiency in the luxury resale sector.

Research from Nature Portfolio

No recent Nature Portfolio content available.

Consumer Behavior in Second-Hand Luxury Goods publication trend

The graph below shows the total number of articles in consumer behavior in second-hand luxury goods across all publications each year (not limited to Nature Index journals).

Technical terms

Perceived Value: The consumer’s overall assessment of the benefits of a second-hand luxury item relative to its cost, encompassing functional, emotional, social and environmental dimensions.

Purchase Intention: The likelihood that a consumer will plan or commit to buy a specific second-hand luxury product based on attitudes, perceived value and influences from social context.

Theory of Planned Behaviour (TPB): A behavioural framework positing that intention is determined by attitudes, subjective norms and perceived behavioural control, used to explain purchase decisions in resale markets.

Subjective Norms: The perceived social pressure to perform or refrain from acquiring second-hand luxury goods, shaped by expectations of important referent groups.

Authentication: The set of processes and technologies—such as expert verification, digital certificates or blockchain tracking—used to confirm the genuineness and provenance of pre-owned luxury products.

References

1. SELF-IDENTITY AND SOCIAL IDENTITY AS DRIVERS OF CONSUMERS’ PURCHASE INTENTION TOWARDS LUXURY FASHION GOODS AND WILLINGNESS TO PAY PREMIUM PRICE. Asian Academy of Management Journal (2018).
2. How Do Perceived Value and Risk Affect Purchase Intention toward Second-Hand Luxury Goods? An Empirical Study of U.S. Consumers. Sustainability (2022).
3. Why Do(n’t) We Buy Second-Hand Luxury Products?. Sustainability (2022).
4. Technology-Based Strategies for Online Secondhand Platforms Promoting Sustainable Retailing. Sustainability (2022).
5. After-sales services, brand equity and purchasing intention to buy second-hand product. Rajagiri Management Journal (2021).
6. Online Luxury Resale Platforms and Customer Experiences: A Text Mining Analysis of Online Reviews. Sustainability (2023).