@article{article_1939607, title={DRIVERS AND BARRIERS OF GENERATION Z CONSUMERS’ SECONDHAND FASHION CONSUMPTION: THE INFLUENCE OF ENVIRONMENTAL VALUES, SOCIAL PROOF AND PERCEIVED RISKS}, journal={Pazarlama ve Pazarlama Araştırmaları Dergisi}, volume={19}, pages={605–631}, year={2026}, url={https://izlik.org/JA74GC82EE}, author={Tuğer, Ahmet Tuğrul}, keywords={İkinci el Moda, Z kuşağı Tüketiciler, Sosyal Kanıt, Çevresel Değerler, Sürdürülebilir Tüketim}, abstract={Second-hand (SH) fashion consumption among Generation Z is shaped by both positive and negative factors. Drawing on Social Proof Theory, the Theory of Consumption Values, and Perceived Risk Theory, this study examines how social media influencers’ social reassurance, environmental values, perceived social stigma, and perceived low-quality influence Gen Z consumers’ intentions to purchase and recommend SH apparel in an emerging, collectivist market. Data were collected from 315 Gen Z consumers in Istanbul via a structured online survey, and the research model was analyzed using partial least squares structural equation modeling in SmartPLS4. The findings reveal that environmental value is the strongest positive driver of both purchase and recommendation intentions. Influencer social reassurance significantly affects the intention to recommend and the purchase intention for SH garments. Social stigma is a critical social barrier that dominates intention to recommend and purchase intention, whereas the inhibitory effect of perceived low quality is practically negligible. This study enhances theoretical knowledge of SH fashion by integrating value-based, social, and risk-related perspectives and distinguishing between social and functional risks. Managers should shift from transactional to advocacy-driven peer-sharing marketing that leverages SH-style digital social proof through collaboration with credible influencers, pro-environmental messages, and stigma-reduction techniques.}, number={3}