TY  - JOUR
T1  - DRIVERS AND BARRIERS OF GENERATION Z CONSUMERS' SECONDHAND FASHION CONSUMPTION: THE INFLUENCE OF ENVIRONMENTAL VALUES, SOCIAL PROOF AND PERCEIVED RISKS
TT  - Z KUŞAĞI TÜKETİCİLERİNİN İKİNCİ EL MODA TÜKETİMİNİ DESTEKLEYEN VE ENGELLEYEN FAKTÖRLER: ÇEVRESEL DEĞERLERİN, SOSYAL KANITIN VE ALGILANAN RİSKLERİN ETKİSİ
AU  - Tuğer, Ahmet Tuğrul
PY  - 2026
DA  - September
Y2  - 2026
JF  - Pazarlama ve Pazarlama Araştırmaları Dergisi
JO  - PPAD
PB  - Pazarlama ve Pazarlama Araştırmaları Derneği
WT  - DergiPark
SN  - 2547-9601
SP  - 605
EP  - 631
VL  - 19
IS  - 3
LA  - en
AB  - 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.
KW  - Second-hand Fashion
KW  - Gen Z Consumers
KW  - Social Proof
KW  - Environmental Values
KW  - Sustainable Consumption
N2  - Z kuşağı tüketicilerin ikinci el giysi satın alma kararlarını olumlu ve olumsuz faktörler şekillendirmektedir. Bu çalışma, Sosyal Kanıt Teorisi, Tüketim Değerleri Teorisi ve Algılanan Risk Teorisi’ni esas alarak, gelişmekte olan kolektivist bir ekonomide sosyal medya fenomenlerinin sağladığı sosyal güvence, çevresel değerler, algılanan sosyal damgalama ve algılanan düşük kalitenin Z Kuşağı tüketicilerinin ikinci el giysileri satın alma ve önerme niyetlerini nasıl etkilediğini incelemektedir. Veriler, İstanbul’daki 315 Z Kuşağı tüketiciden yapılandırılmış bir çevrimiçi anket yoluyla toplanmış ve araştırma modeli, SmartPLS4 yazılımında kısmi en küçük kareler yapısal eşitlik modellemesi kullanılarak analiz edilmiştir. Bulgular, çevresel değerin hem satın alma hem de tavsiye etme niyetlerine yönelik en güçlü olumlu destekleyici unsur olduğunu ortaya koymaktadır. Fenomenlerin sağladığı sosyal güvence, ikinci el giysileri tavsiye etme ve satın alma niyetini önemli ölçüde etkilemektedir. Sosyal damgalama, önerme ve satın alma niyeti üzerinde kritik bir sosyal engelken, algılanan düşük kalitenin engelleyici etkisi pratikte ihmal edilebilir düzeydedir. Bu çalışma, değer temelli, toplumsal ve fonksiyonel yaklaşımları bir araya getirmektedir ve toplumsal riskler ile işlevsel riskler arasında ayrım yaparak, ikinci el giysi tüketimi araştırmalarına katkıda bulunmaktadır. İşletmeler, güvenilir fenomenlerle iş birliği yapmalı; çevre dostu ve sosyal riskleri azaltan dijital sosyal kanıtlarla, işlem odaklı pazarlamadan destek ve paylaşım odaklı pazarlamaya doğru yönelmelidir.
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