Consumer orientations of secondhand fashion shoppers: the role of shopping frequency and store type

As demand for secondhand fashion grows, the objective of this study is to examine consumer orientations of secondhand shoppers to determine whether they differ by shopping frequency, and store type. Hypotheses were developed for orientations of frugality, ecological-consciousness, materialism, nostalgia-proneness, style-consciousness and fashion-consciousness. A quantitative online survey of female-identifying participants (N = 515) was administered. All consumer orientations, except materialism, varied according to secondhand shopping frequency and store type. Orientations generally increased with shopping frequency. Nostalgia-proneness was associated with shopping at thrift stores, ecological-consciousness was associated with consignment stores and markets, and style-consciousness was consistent across shoppers for all store types.