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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.

Item Type:	Refereed Article
Keywords:	marketing, retail, secondhand shopping, consumer behaviour
Research Division:	Commerce, Management, Tourism and Services
Research Group:	Marketing
Research Field:	Consumer behaviour
Objective Division:	Economic Framework
Objective Group:	Management and productivity
Objective Field:	Marketing
UTAS Author:	Evans, F (Miss Freya Evans)
UTAS Author:	Grimmer, L (Dr Louise Grimmer)
UTAS Author:	Grimmer, M (Professor Martin Grimmer)
ID Code:	149149
Year Published:	2022
Web of Science® Times Cited:	2
Deposited By:	Marketing
Deposited On:	2022-03-15
Last Modified:	2023-01-20
Downloads:	0