TY  - JOUR
T1  - GENERATION Z CONSUMERS’ INTENTION TO PURCHASE SECOND-HAND CLOTHING PRODUCTS: THE EFFECT OF MOTIVATIONAL AND INHIBITORY FACTORS
TT  - Z KUŞAĞI TÜKETİCİLERİN İKİNCİ EL GİYİM ÜRÜNÜ SATIN ALMA NİYETİ: MOTİVASYONEL VE ENGELLEYİCİ FAKTÖRLERİN ETKİSİ
AU  - Özkan, Bekir
PY  - 2025
DA  - September
Y2  - 2025
JF  - Pazarlama ve Pazarlama Araştırmaları Dergisi
JO  - PPAD
PB  - Pazarlama ve Pazarlama Araştırmaları Derneği
WT  - DergiPark
SN  - 2547-9601
SP  - 798
EP  - 827
VL  - 18
IS  - 3
LA  - en
AB  - This study aims to examine the motivational and inhibitory factors that shape the purchase intention of Generation Z individuals towards second-hand clothing products. In the theoretical model developed within the scope of the research; sustainability, price perception, uniqueness and nostalgia were considered as motivational factors; hygiene concern, embarrassment and performance risk were considered as inhibitory factors. Within the scope of the research, 340 data were collected from Generation Z individuals living in Turkey via an online survey and the obtained data were analyzed using structural equation modeling (SEM). The findings show that while the motivational factors sustainability, price advantage and nostalgia variables have positive and significant effects on purchase intention, the inhibitory factor embarrassment variable can weaken this relationship. In addition, the analysis results show that gender differences become evident in some variables. In particular, the effects of sustainability, price perception and embarrassment variables on purchase intention were statistically significant and higher in female participants. In males, the nostalgia variable stood out as a stronger motivational element.
KW  - Second Hand Clothing
KW  - Purchase Intention
KW  - Generation Z
KW  - Motivational Factors
KW  - Inhibitory Factors
N2  - Bu çalışma, Z kuşağı bireylerin ikinci el giyim ürünlerine yönelik satın alma niyetini şekillendiren motivasyonel ve engelleyici faktörleri incelemeyi amaçlamaktadır. Araştırma kapsamında geliştirilen kuramsal modelde; sürdürülebilirlik, fiyat algısı, benzersizlik ve nostalji motivasyonel faktörler olarak; hijyen kaygısı, utanma ve performans riski ise engelleyici faktörler olarak ele alınmıştır. Araştırma kapsamında, Türkiye’de yaşayan Z kuşağı bireylerden çevrimiçi anket yoluyla 340 veri toplanmış ve elde edilen veriler yapısal eşitlik modellemesi (SEM) ile analiz edilmiştir. Bulgular, motivasyonel faktörlerden sürdürülebilirlik, fiyat avantajı ve nostalji değişkenlerinin satın alma niyeti üzerinde pozitif ve anlamlı etkileri olduğunu ortaya koyarken; engelleyici faktörlerden utanma değişkeninin bu ilişkiyi zayıflatabildiğini göstermektedir. Ayrıca analiz sonuçları, cinsiyet farklılıklarının bazı değişkenlerde belirginleştiğini göstermektedir. Özellikle sürdürülebilirlik, fiyat algısı ve utanma değişkenlerinin satın alma niyeti üzerindeki etkisi kadın katılımcılarda istatistiksel olarak anlamlı ve daha yüksek düzeyde gerçekleşmiştir. Erkeklerde ise nostalji değişkeni daha güçlü bir motivasyon unsuru olarak öne çıkmıştır.
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UR  - https://dergipark.org.tr/tr/pub/ppad/issue//1761366
L1  - https://dergipark.org.tr/tr/download/article-file/5137557
ER  -