GENERATION Z CONSUMERS’ INTENTION TO PURCHASE SECOND-HAND CLOTHING PRODUCTS: THE EFFECT OF MOTIVATIONAL AND INHIBITORY FACTORS

Öz

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.

Anahtar Kelimeler

• Second Hand Clothing
• Purchase Intention
• Generation Z
• Motivational Factors
• Inhibitory Factors

Z KUŞAĞI TÜKETİCİLERİN İKİNCİ EL GİYİM ÜRÜNÜ SATIN ALMA NİYETİ: MOTİVASYONEL VE ENGELLEYİCİ FAKTÖRLERİN ETKİSİ

Öz

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.

Anahtar Kelimeler

• İkinci El Giyim
• Satın Alma Niyeti
• Z kuşağı
• Motivasyonel Faktörler
• Engelleyici Faktörler

Kaynakça

1. Afonso, C., & Farinha, B. (2025). Sustainability and second-hand products: The role of motivations and barriers on the purchase intention. In Proceedings of the International Marketing Trends Conference, 155-170. ISEG – Universidade de Lisboa.
2. Ağaç, S., Sevinir, S. D., & Yılmaz, T. (2018). Investigations of gender variables on the problems of consumers in online apparel shopping. Karadeniz Technical University Social Sciences Institute Social Sciences Journal, 8(15), 57-71.
3. Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211. https://doi.org/10.1016/0749-5978(91)90020-T
4. Ali, M., Siraj, S., & Nisa, S. (2025). Factors impacting the behavioural intention towards sustainable fashion consumption: an empirical study of Gen Z consumers. International Journal of Indian Culture and Business Management, 35(2), 185-206. https://doi.org/10.1504/IJICBM.2025.146682
5. Argo, J. J., Dahl, D. W., & Morales, A. C. (2006). Consumer contamination: How consumers react to products touched by others. Journal of Marketing, 70(2), 81-94. https://doi.org/10.1509/jmkg.70.2.081
6. Auxtova, K., Schreven, S., & Wishart, L. J. (2025). Refashioning second-hand clothes consumption through pleasure, pain, seduction and conversion: A virtue ethics perspective. Journal of Business Ethics, 196, 863-881. https://doi.org/10.1007/s10551-024-05874-x
7. Barrera-Verdugo, G., & Villarroel-Villarroel, A. (2022). Influence of product selection criteria on clothing purchase and post-purchase behaviours: A gender and generational comparison. PLOS ONE, 17(6), e0267783. https://doi.org/10.1371/journal.pone.0267783
8. Borusiak, B., Szymkowiak, A., Horska, E., Raszka, N., & Żelichowska, E. (2020). Towards building sustainable consumption: A study of second-hand buying intentions. Sustainability, 12(3), 875. https://doi.org/10.3390/su12030875

9. Calvo-Porral, C., Orosa-González, J., & Viejo-Fernández, N. (2024). Barriers to online second-hand purchase behavior. Marketing Intelligence & Planning, 42(2), 213-233. https://doi.org/10.1108/MIP-03-2023-0093
10. Cavazos-Arroyo, J., & Zapata-Sánchez, J. L. (2025). Perceived value of second-hand clothing in centennials: Analysis of antecedents and effects. Tec Empresarial, 19(1), 106-125. http://dx.doi.org/10.18845/te.v19i1.7582
11. Cho, H., Chiu, W., Kang, H. K., & Lee, H. W. (2025). Gender differences in the effects of nostalgia on conspicuous consumption and impulsive buying. International Journal of Sports Marketing and Sponsorship, 26(1), 1-21. https://doi.org/10.1108/IJSMS-04-2024-0081
12. Copeland, L. (2024). Exploring young consumers’ perceptions towards sustainable practices of fashion brands. Fashion, Style & Popular Culture, 11(3-4), 527-553. https://doi.org/10.1386/fspc_00125
13. Çakır, İ., & Dedeoğlu, A. Ö. (2020). The effect of perceived risk on purchase intentions in second-hand clothing shopping. International Journal of Economics and Administrative Sciences, 27, 55-72. https://doi.org/10.18092/ulikidince.569080
14. Daldal, K. M., & Aydın, B. (2023). Investigation of second-hand purchase behavior of consumers using online applications. Turkuaz International Journal of Socio-Economic Strategic Research, 5(2). 85-101.
15. Dimitrova, T., Ilieva, I., & Angelova, M. (2022). Exploring factors affecting sustainable consumption behaviour. Administrative Sciences, 12(4), 155. https://doi.org/10.3390/admsci12040155
16. Edbring, E. G., Lehner, M., & Mont, O. (2016). Exploring consumer attitudes to alternative models of consumption: motivations and barriers. Journal of Cleaner Production, 123, 5-15. https://doi.org/10.1016/j.jclepro.2015.10.107
17. Eriksson, K., Dickins, T. E., & Strimling, P. (2022). Global sex differences in hygiene norms and their relation to sex equality. PLOS Glob Public Health, 2(6), e0000591. https://doi.org/10.1371/journal.pgph.0000591
18. Evans, F., Grimmer, L., & Grimmer, M. (2022). Consumer orientations of second-hand fashion shoppers: The role of shopping frequency and store type. Journal of Retailing and Consumer Services, 67, 102991. https://doi.org/10.1016/j.jretconser.2022.102991
19. Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50. https://doi.org/10.1177/002224378101800104
20. Frahm, L. B., Mugge, R., & Laursen, L. N. (2025). Walk a mile in someone’s sweaty second-hand shoes: Differences in motivations and barriers for second-hand products. Resources, Conservation & Recycling, 219, 108307. https://doi.org/10.1016/j.resconrec.2025.108307
21. Fuller, C. M., Simmering, M. J., Atinc, G., Atinc, Y., & Babin, B. J. (2016). Common methods variance detection in business research. Journal of Business Research, 69(8), 3192-3198. https://doi.org/10.1016/j.jbusres.2015.12.008
22. Gebhardt, W. A., Van Der Doef, M. P., Billingy, N., Carstens, M., & Steenhuis, I. (2011). Preferences for condom placement in stores among young dutch men and women: Relationships with embarrassment and motives for having sex. Sexual Health, 9, 233-239. https://doi.org/10.1071/SH11050
23. Geiger, S. M., Fischer, D., & Schrader, U. (2018). Measuring what matters in sustainable consumption: An integrative framework for the selection of relevant behaviors. Sustainable Development, 26(1), 18-33. https://doi.org/10.1002/sd.1688
24. Gilal, N. G., Zhang, J., Gilal, F. G., Gilal, W. G., & Gilal, R. G. (2025). The interplay of nostalgic ad content types, narrative person, social belonging, and brand identification in shaping masstige brand passion. Journal of Retailing and Consumer Services, 86, 104333. https://doi.org/10.1016/j.jretconser.2025.104333
25. Guiot, D., & Roux, D. (2010). A second-hand shoppers’ motivation scale: Antecedents, consequences, and implications for retailers. Journal of Retailing, 86(4), 355-371. https://doi.org/10.1016/j.jretai.2010.08.002
26. Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2-24. https://doi.org/10.1108/EBR-11-2018-0203
27. Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2022). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). 3rd Edition. Thousand Oaks: Sage.
28. Harantová, V., & Mazanec, J. (2025). Generation Z’s shopping behavior in second-hand Brick-and-Mortar stores: Emotions, gender dynamics, and environmental awareness. Behavioral Sciences, 15(4), 413. https://doi.org/10.3390/bs15040413
29. Hayran, S., Gül, A., & Duru, S. (2017). The evaluation of perceived risk of people use online shopping in terms of gender differences in Turkey. Ejovoc (Electronic Journal of Vocational Colleges), 7(3), 48-57.
30. Helinski, C., & Schewe, G. (2022). The influence of consumer preferences and perceived benefits in the context of B2C fashion renting intentions of young women. Sustainability, 14(15), 9407. https://doi.org/10.3390/su14159407
31. Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of The Academy of Marketing Science, 43, 115-135. https://doi.org/10.1007/s11747-014-0403-8
32. Herjanto, H., Amin, M., Purinton, E., & Lindle, E. L. (2024). Second-hand clothing purchase intentions: Generation Z’s perspective. Journal of Global Responsibility, 15(1), 53-72. https://doi.org/10.1108/JGR-08-2022-0077
33. Hur, E. (2020). Rebirth fashion: Second-hand clothing consumption values and perceived risks. Journal of Cleaner Production, 273, 122951. https://doi.org/10.1016/j.jclepro.2020.122951
34. İşçioğlu, T. E., & Yurdakul, D. (2018). An exploratory research on second-hand clothing motivations, and sustainability. Journal of Theory and Practice in Marketing, 4(2), 253-280.
35. Jenß, H. (2004). Dressed in history: Retro styles and the construction of authenticity in youth culture. Fashion Theory, 8(4), 387-403. https://doi.org/10.2752/136270404778051591
36. Kawulur, A. F., Sumakul, G., & Pandowo, A. (2022). Purchase intention of second-hand: A case study of generation Z. SHS Web of Conferences 149, 02026. https://doi.org/10.1051/shsconf/202214902026
37. Kim, H. Y., & Choi, Y. J. (2016). The effect of nostalgia on purchase intention of retro fashion products. Journal of the Korean Society of Costume, 66(7), 139-153. https://doi.org/10.7233/jksc.2016.66.7.139
38. Kim, I., Jung, H. J., & Lee, Y. (2021). Consumers’ value and risk perceptions of circular fashion: Comparison between second-hand, upcycled, and recycled clothing. Sustainability, 13(3), 1208. https://doi.org/10.3390/su13031208
39. Kline, R. B. (2023). Principles and practice of structural equation modeling. Guilford publications.
40. Koay, K. Y., Lim, W. M., Khoo, K. L., Xavier, J. A., & Poon, W. C. (2024). Consumers’ motivation to purchase second-hand clothing: A multimethod investigation anchored on belief elicitation and theory of planned behavior. Journal of Product & Brand Management, 33(5), 502-515. https://doi.org/10.1108/JPBM-05-2023-4512
41. Kock, N. (2015). Common method bias in PLS-SEM: A full collinearity assessment approach. International Journal of e-Collaboration, 11(4), 1-10. https://doi.org/10.4018/ijec.2015100101
42. Kotler, P., Hermawan, K., & Iwan, S. (2021). Marketing 5.0: Technology for humanity. John Wiley & Sons.
43. Levrini, G. R., & Jeffman dos Santos, M. (2021). The influence of price on purchase intentions: Comparative study between cognitive, sensory, and neurophysiological experiments. Behavioral Sciences, 11(2), 16. https://doi.org/10.3390/bs11020016
44. Li, P., & Hassan, S. H. (2023). Mapping the literature on gen Z purchasing behavior: A bibliometric analysis using VOSviewer. Innovative Marketing, 19(3), 62-73. http://dx.doi.org/10.21511/im.19(3).2023.06
45. Li, Y., Yang, D., & Zhou, H. (2018). A literature review of consumption embarrassment and prospects. American Journal of Industrial and Business Management, 8(3), 686-699. https://doi.org/10.4236/ajibm.2018.83046
46. Machado, M. A. D., Almeida, S. O. D., Bollick, L. C., & Bragagnolo, G. (2019). Second-hand fashion market: consumer role in circular economy. Journal of Fashion Marketing and Management: An International Journal, 23(3), 382-395. https://doi.org/10.1108/JFMM-07-2018-0099
47. Mangeshkar, M., & Rao, A. S. (2025). Mass customization: A step towards a sustainable approach to maintain individuality in the fashion industry. In Selected Articles from the International Conference on Sustainable Fashion and Technical Textiles, 70-77. Springer.
48. Masserini, L., Bini, M., & Difonzo, M. (2024). Is generation Z more inclined than generation Y to purchase sustainable clothing?. Social Indicators Research, 175(3), 1155-1171. https://doi.org/10.1007/s11205-024-03328-5
49. Mazanec, J., & Harantová, V. (2024). Gen Z and their sustainable shopping behavior in the second-hand clothing segment. Sustainability, 16(8), 3129. https://doi.org/10.3390/su16083129
50. Mobarak, N. A., Amin, N. A., Abdel-Mohssen, A., Sharif, A., Halim, Y. T., & Brickman, K. (2025). Second glance: Exploring consumer shifts to thrift shopping and perception of second-hand fashion. Future Business Journal, 11:88. https://doi.org/10.1186/s43093-025-00481-2
51. Muehling, D. D., & Sprott, D. E. (2004). The power of reflection: An empirical examination of nostalgia advertising effects. Journal of Advertising, 33(3), 25-35. https://doi.org/10.1080/00913367.2004.10639165
52. Munir, S. (2020). Eco-Fashion adoption in the UAE: Understanding consumer barriers and motivational factors. Fashion Practice, 12(3), 371-393. https://doi.org/10.1080/17569370.2020.1777729
53. Negash, Y. T., & Akbar, T. (2024). Building consumer trust in second-hand fashion: A signaling theory perspective on how consumer orientation and environmental awareness shape engagement. Cleaner and Responsible Consumption, 14, 100211. https://doi.org/10.1016/j.clrc.2024.100211
54. Nukhu, R., & Singh, S. (2024). Buying used clothes: Technology-enabled sustainability. In Diversity, Equity And Inclusion (pp. 445-457). Routledge.
55. Onurlubaş, E., & Gümüş, N. (2022). The effect of perceived risk dimensions on purchase ıntentions in second-hand clothing shopping: A research on generation Z. Journal of Textiles and Engineer, 29(126), 106-114.
56. Onurlubaş, E., & Gümüş, N. (2023). Investigation of the effect of risk perceptions of the generation z consumers' against refurbished products on their purchase intention. Marketing and Management of Innovations, 14(3), 109-124.
57. Padmavathy, C., Swapana, M., & Paul, J. (2019). Online second-hand shopping motivation-Conceptualization, scale development, and validation. Journal of Retailing and Consumer Services, 51, 19-32. https://doi.org/10.1016/j.jretconser.2019.05.014
58. Pang, S. M., Lee, Y., Shiyam, A. S., & Anthonysamy, L. (2025). Gender differences in sustainable clothing purchase intention. International Journal of Innovative Research and Scientific Studies, 8(2), 2733-2748. https://doi.org/10.53894/ijirss.v8i2.5789
59. Prisco, A., Ricciardi, I., Percuoco, M., & Basile, V. (2025). Sustainability-driven fashion: Unpacking generation Z’s second-hand clothing purchase intentions. Journal of Retailing and Consumer Services, 85, 104306. https://doi.org/10.1016/j.jretconser.2025.104306
60. Rodrigues, M., Proença, J. F., & Macedo, R. (2023). Determinants of the purchase of second-hand products: an approach by the theory of planned behaviour. Sustainability, 15(14), 10912. https://doi.org/10.3390/su151410912
61. Routledge, C., Wildschut, T., Sedikides, C., & Juhl, J. (2013). Nostalgia as a resource for psychological health and well-being. Social and Personality Psychology Compass, 7(11), 808-818. https://doi.org/10.1111/spc3.12070
62. Roux, D., & Guiot, D. (2008). Measuring second-hand shopping motives, antecedents and consequences. Recherche et Applications En Marketing (English Edition), 23(4), 63-91. https://doi.org/10.1177/205157070802300404
63. Sandes, F. S., & Leandro, J. (2019). Exploring the motivations and barriers for second-hand product consumption. In: Global Fashion Management Conference, 292-296.
64. Seo, S., & Lang, C. (2019). Psychogenic antecedents and apparel customization: Moderating effects of gender. Fashion and Textiles, 6:19. https://doi.org/10.1186/s40691-019-0175-3
65. Sierra, J. J., & McQuitty, S. (2007). Attitudes and emotions as determinants of nostalgia purchases: An application of social identity theory. Journal of Marketing Theory and Practice, 15(2), 99-112. https://doi.org/10.2753/MTP1069-6679150201
66. Silva, S. C., Santos, A., Duarte, P., & Vlačić, B. (2021). The role of social embarrassment, sustainability, familiarity and perception of hygiene in second-hand clothing purchase experience. International Journal of Retail & Distribution Management, 49(6), 717-734. https://doi.org/10.1108/IJRDM-09-2020-0356
67. Singh, N., Chakrabarti, N., & Tripathi, R. (2023). Factors determining fashion clothing interest and purchase intention: A study of Generation Z consumers in India. Fashion, Style & Popular Culture. https://doi.org/10.1386/fspc_00197_1
68. Slaton, K., Testa, D. S., & Garrett, S. (2024). The secondary home furnishing consumer: an investigation into psychological motivations and purchase intention. Sustainability, 16(18), 8169. https://doi.org/10.3390/su16188169
69. Steffen, A. (2017). Second-hand consumption as a lifestyle choice, In book: The 21st Century Consumer - Vulnerable, Responsible, Transparent?, Verbraucherzentrale Publish, Editors: Christian Bala, Wolfgang Schuldzinski.
70. Telli, S. G., Aydın, S., & Gezmişoğlu Şen, D. (2021). A Study on the attitude and purchase intention towards online second-hand products shopping during COVID-19. Journal of Aksaray University Faculty of Economics and Administrative Sciences, 13(2), 11-22. https://doi.org/10.52791/aksarayiibd.870124
71. Tian, K. T., Bearden, W. O., & Hunter, G. L. (2001). Consumers' need for uniqueness: Scale development and validation. Journal of Consumer Research, 28(1), 50-66. https://doi.org/10.1086/321947
72. Wicaksono, P. A., Sari, D. P., Azzahra, F., & Sa’adati, N. A. (2024). Analysis of consumer behaviour in purchasing second-hand fashion products: An extended theory of planned behaviour model. International Journal of Sustainable Development and Planning, 19(8), 2955-2964. https://doi.org/10.18280/ijsdp.190813
73. Wojdyla, W., & Chi, T. (2024). Decoding the fashion quotient: an empirical study of key factors influencing US generation Z’s purchase intention toward fast fashion. Sustainability, 16(12), 5116. https://doi.org/10.3390/su16125116
74. Yan, R. N., Bae, S. Y., & Xu, H. (2015). Second-hand clothing shopping among college students: the role of psychographic characteristics. Young Consumers, 16(1), 85-98. https://doi.org/10.1108/YC-02-2014-00429