article determinants of the purchase of second hand fashions of youths in ha noi

In our study, we assume Awarenessof Price, Frugality, Need for Exclusivity, Environmental Concern impact on Intention of purchasesecond-hand fashion.. The results indicate the Awareness

Marketing Research

Article: Determinants of the Purchase of Second-hand Fashions

of youths in Ha Noi.

Lecture: Nguyễn Thị Minh Anh Subject: MKT 301

Class: MKT 1609 - DIG Abstract: In the context of eco-friendly trending, this study aims to understand the determinants of

the intention to purchase second-hand fashion of youths in Hanoi In our study, we assume Awareness

of Price, Frugality, Need for Exclusivity, Environmental Concern impact on Intention of purchase second-hand fashion The results indicate the Awareness of Price, Frugality and Need for Exclusivity impact on intention to purchase with Frugality and Need for Exclusivity are the greatest factors This study introduces a new view of youth people in Hanoi with second-hand fashion, firms and brands should consider the price strategy and marketing content in order to attract as many customers as possible

Keywords: eco-friendly fashion; second-hand fashion; Hanoi.

Table of contents

Table of contents 1

1 Introduction 2

1.1 Present the background of research 2

1.2 Objectives of our study 2

1.3 Research question 3

1.4 Contributions of study 3

1.5 Structure of your research paper 4

2 Theoretical Framework and Hypotheses 4

2.1 Awareness of price 4

2.2 Need for Exclusivity 5

2.3 Frugality 5

2.4 Environment concern 6

3 Methodology 7

3.1 Research design 7

3.2 Survey form 8

3.3 Survey distribution 10

4 Results & Discussion 11

4.1 Sample Characterisation 11

4.2 Hypothesis testing 12

4.3 Discussion 13

5 Conclusion & Limitations and Future Research 15

5.1 Conclusion 15

5.2 Limitations and Future Research 16

Reference 16

1 Introduction

1.1 Present the background of research.

The fashion industry is profoundly transforming, with an escalating inclination towards sustainable and ethical consumer practices Notably, a discernible paradigm shift discerned wherein the consumer's perception of second-hand and consignment fashion products has evolved considerably Contemporary consumers increasingly recognize the merits of pre-owned clothing, accessories, and footwear as viable alternatives to conventional retail purchases A confluence of pivotal factors underscores this notable transition: Sustainability Imperative; Ethical Contemplations; Economic Considerations; Aesthetic and Stylistic Allure; and Digital Marketplace Facilitation

In light of mounting environmental consciousness, consumers are resolutely pursuing avenues to reduce their ecological footprint vis-à-vis fashion consumption Second-hand and consignment merchandise emerge as an attractive proposition by affording greater longevity to clothing items and ameliorating textile waste concerns Discerning shoppers are increasingly aware of the ethical ramifications intrinsic to fast fashion, including exploitative labor practices and adverse implications for laborers embedded within the global fashion supply chain Adopting second-hand and consignment shopping aligns seamlessly with the tenets of ethical consumerism

Economic factors, too, have contributed significantly to the ascension of second-hand fashion The informed consumer can often secure impeccably maintained, high-quality attire at a fraction of the original retail outlay

Fashion aficionados are drawn inexorably to vintage and distinctive apparel, exemplifying the ascendancy of individualistic expression as a determinant factor in purchasing decisions

The surge in online platforms and applications dedicated to second-hand fashion trade, bolstered by the inherent convenience of digital commerce, has inexorably expedited the proliferation of this niche market

1.2 Objectives of our study.

First, clarify the intention to consume green fashion, including: Consumer's attitude toward the product or service; Consumer perception of the benefits of a product or service; Consumer perception of the cost of a product or service; Consumer awareness of environmental factors; Factors Affecting second-hand fashion consumption intention

Second, analyze the current consumption status of green fashion products (Ecofashion) by consumers in the context of globalization In recent years, the demand for green fashion among consumers in the world in general and Vietnam in particular has been increasing The reason is that consumer awareness of the fashion industry's environmental impact is becoming increasingly apparent According to the report, the global green fashion markets are expected to reach 20.51 billion USD by

to more information about green fashion and are aware of the benefits of consuming green fashion That has promoted the consumption of green fashion in general and second-hand fashion in particular in Vietnam.[1]

Third, evaluate the influence of factors on consumers' intention to consume green fashion products Environmental concern, this factor has the most substantial influence on consumers' intention to consume second-hand fashion Consumers who care about the environment might choose second-hand fashion products [2] Awareness of second-hand fashion, consumers fully aware of second-hand fashion's values might choose second-hand fashion products Awareness of the cost of second-hand fashion, this factor positively affects consumers' intention to consume second-hand fashion Economic conditions of consumers, consumers with dire economic conditions might choose green fashion products Lastly, stimulating green marketing from fashion brands will help consumers become more aware of the benefits of second-hand fashion and thereby increase consumption intention Finally, the fourth objective is to propose actionable solutions to guide second-hand fashion brands in developing effective business strategies Drawing upon the findings from the previous objectives, we will offer recommendations for second-hand brands to tailor their marketing, product development, and supply chain practices to better align with consumer preferences and global trends These solutions will provide a roadmap for eco-fashion brands to thrive in an increasingly competitive market while contributing to sustainability goals

1.3 Research question

The research question, "What are the key factors and how that influences consumers' purchase decision behavior when considering second-hand and consignment fashion products?" is suitable for the topic because it focuses on understanding the factors that drive consumers' decision-making process, specifically

in the context of second-hand and consignment fashion products By exploring these factors, researchers can gain insights into consumer behavior, preferences, and motivations when purchasing pre-owned fashion items This information can be valuable for businesses operating in the second-hand or consignment fashion market,

as it can help them tailor their marketing strategies and offerings better to meet the needs and preferences of their target audience Additionally, the research findings may contribute to the broader understanding of sustainability in the fashion industry and consumer attitudes towards sustainable consumption

1.4 Contributions of study

This study has several significant contributions to the academic literature on general consumer purchase decision behavior for second-hand clothes and second-hand apparel marketing It points out the main factors affecting the second-hand consumption behavior of each customer in general and their characteristics in particular: age, gender, income level, and experience in purchasing

communication or marketing plan to increase the buying intention of second-hand clothes products by reducing consumers' risk perception and increasing the chance of their customers buying products

In summary, this study contributes to the literature on the purchase decision behavior of second-hand clothing by providing insight into consumers' purchase behavior regarding past purchase experience, future consumption intention, and perceived values

1.5 Structure of your research paper

In the research paper, we devine into 5 parts: Introduction; Theoretical Framework and Hypotheses; Methodology; Results and Discussion; Conclusion and Limitations In the introduction, we will explain the background of this research In Section of Theoretical Framework and Hypotheses, we will explain the literature that

we use in the research and pose the hypotheses About Methodology, we present the model that we use to evaluate the hypotheses After knowing the model and method,

we are going to show the result that we conducted and the result of data analysis, as well as discussion Last but not least, we will conclude based on the result and draw out the limitations of the research

2 Theoretical Framework and Hypotheses

2.1 Awareness of price

Price has always been considered a crucial factor in customers' decisions to purchase second-hand items.[3,6] When a new product is used, its value immediately depreciates.[3,7,8] Unless it is a rare or antique item, the price of used goods is significantly lower than the original price [9] Customers often opt for second-hand items because they are still in excellent condition and usable, yet their prices are noticeably lower than the original cost [5, 3] The satisfaction of finding a desirable item at a much lower price is another advantage of buying second-hand products and influences customers' decisions.[4,10]

Some customers express their desire to protect the environment by purchasing green products However, environmentally friendly products often come with a high price tag, which makes it an obstacle for customers when buying new products [11,12] Therefore, customers are interested, and limited budgets make buying second-hand items a better choice for them From these contexts, it can be assumed that awareness of prices can influence the purchasing behavior of customers when it comes to buying second-hand items.[13]

Hypothesis 1: Awareness of price has the impact on intention to purchase second handproducts

2.2 Need for Exclusivity

The concept of the need for exclusivity is derived from the framework developed by Snyder and Fromkin [14], exploring an individual's inclination to distinguish themselves from others in perception and presentation This distinctiveness may manifest in various ways, such as demonstrating ownership of unique products, adopting distinctive modes of interaction, or possessing in-depth knowledge on specific subjects [14] Tian et al [15] define the need for exclusivity as

"the trait that drives the quest for differentiation from others through the acquisition, utilization, and disposition of consumer goods to enhance one's self-image and social standing" (p 52) In the market of used products, a diverse range is available, spanning from recent to antiquated items What makes these items particularly attractive is their distinctive and distinguishing features in contrast to those commonly found in regular stores [3] Frequently, these are items that, even if relatively recent, are no longer in production and, consequently, are scarce [15] Consumers of secondhand goods perceive an opportunity here to deviate from the commonplace and satisfy their need for exclusivity [3,16] Their aim is to construct and convey their identity and personality through the uniqueness of their possessions By eschewing mass-produced goods and the conventional system, these individuals are concurrently evading established norms This quest for differentiation is heightened by showcasing unique items and adopting unconventional attire [17,18] While this need for exclusivity may pose a hindrance to the consumption of sustainable products due to the typically limited product range, it paradoxically serves as motivation for opting for used products [17,18]

Hypothesis 2: Need for exclusivity has the impact on the intention to purchase second-handproducts

2.3 Frugality

Frugality is regarded as a way of lifestyle, this characteristic describes the extent to which consumers' Ability to purchase goods and services is constrained in order to fulfil specific long-term goals [19] For instance, individuals can save money and utilize it for other things by buying used items [7] In addition to the financial concern, it is linked to the effective use of resources, or using a thing until it is no longer useful [20] To get the most value out of the purchase made, this weighing also results in a preference for goods that are high quality and durable [21].There is a luxury items category within the secondhand market that enables one to find or acquire things that are branded or deemed premium

Recycling and object reuse practices are linked to frugality [7,8] Due to the fact that purchased items have been discarded by other parties [20] and are being reused by interested third parties, secondhand shopping encourages this behaviour Frugality was identified as one of the key factors influencing the purchase of used clothing in the investigations by Cervello et al [7] and Zaman et al [20], corroborating the findings previously discovered by Guiot and Roux [19] The

association with attitude was examined.

Hypothesis 3: Frugality has the impact on the intention to purchase second-hand products

2.4 Environment concern

Price and environment are the two most important factors that influence people's decision to buy second-hand products Younger people are more likely to be influenced by environmental concerns, while older people are more likely to be influenced by price

Recent studies [23,24,26] have shown that consumers are becoming increasingly concerned about the environment and are looking to change their consumption habits[23] to help protect it [25] Environmental concern refers to the degree to which people are aware of environmental problems, support efforts to solve them, and are willing to personally contribute to the solution [27]

Therefore, the following hypothesis is proposed:

Hypothesis 4: Environment has the impact on the intention to purchase second-handproducts

Image1:ConceptualModel

3 Methodology

3.1 Research design

The purpose of the study is to comprehend how various factors affect consumers' intentions to acquire secondhand goods [28]

unstructured questions, and ratio scales for analysis in order to gather data The questionnaire is divided into two parts (Hair.Jr et.al,2010) [40]

The first part collected the socio-demographic characteristics of the sample

We decided to use nominal scales to collect this data With nominal scales, the questions require respondents only to provide some type of descriptor as their response (Hair.Jr et.al,2010) [40] Nominal scales allow the researcher to categorize the responses into mutually exclusive subsets that do not have distances between them (Hair.Jr et.al,2010) [40]

The second part aims to evaluate the impact of different factors on purchase intention Including the following variables: awareness of price, frugality, need for exclusivity, and environmental concern We use ratio scales because they are the highest level for the scale and enable the researcher not only to identify the absolute differences between each scale point but also to make absolute comparisons between the responses (Hair, Jr et al., 2010) [40] In general, ratio scales ask respondents to provide a specific numerical value as their response, regardless of whether or not a set

of scale points is used (Hair.Jr et.al,2010) [40] In addition to the mode, median, mean, and standard deviation, one can make comparisons between levels (Hair, Jr et al., 2010) [40]

With the independent variable, price and monopoly demand were measured, respectively, by five questions in each variable, according to Padmavathy et al [29] and Guiot & Roux [36] Consumer frugality has five statements based on Lastovicka

et al [39] Environmental concern was measured based on Rausch and Kopplin's four items [38] Regarding environmental knowledge, we develop five sentences based on the research articles of La Trobe & Acott [30] and Peña-Vinces et al [37]

With the dependent variable, the intention to purchase used products was measured with four items adapted from Yazdanpanah & Forouzani [31] and Armitage

et al [34] All items are measured using ratio scales

To ensure the accuracy of this research, our team has followed the steps in question development (Hair, Jr et al., 2010) [40]

Step 1: Confirm research objectives

Step 2: Select appropriate data collection method

We use surveys to collect the data

Step 3: Develop questions and scale

We used an online survey to collect the data for the study When researching highly sensitive themes, online surveys are seen as beneficial (see Coomber, 1997) Moreover, the questions use unstructured questions where respondents respond to a set of possible questions (Hair, Jr et al., 2010) [40]

Step 4: Determine layout and evaluate questionnaire

We will divide the survey into specific part factors and the questions which evaluate the variables will be developed to a range question with scale from 1 to 5 equal to: 1- Strongly Disagree, 2 - Disagree, 3 - Neutral, 4 - Agree, 5 - Strongly Agree

Step 5: Obtain initial client approval

Jr et al., 2010) [40] Anyone can provide suggestions on this topic and ask any questions, and we had approval prior to pretesting If changes are needed, they should occur (Hair, Jr et al., 2010) [40]

Step 6: Pretest, revise, and finalize the questionnaire

For the pretest, survey questions are given to small groups or representative groups of respondents in class MKT1609 They are asked to fill out the questionnaire and provide feedback to the team The number of respondents is exactly 31 In this pretest, they should pay attention to the words, phrases, instructions, and question sequence (Hair, Jr et al., 2010) [40] They also pointed out any mistakes that are hard

to understand and that don't need to stay in this survey The survey has added

“intention” variables based on respondents’ feedback, which has three questions to examine

Step 7: Implement the survey

We have social media, where the Facebook group in Hanoi did the survey and asked friends and family to do the online questionnaire The survey was released on October 24 and ended on November 31 Finally, we got a sample size of 140, mainly from people in Hanoi Therefore, sampling is also more diverse with respect to the socio-demographic characteristics to be achieved [32] as well as improving the quality of the data collected [33] To analyze data, we use SPSS software This method has been used in studies in several fields, as it allows the study of complex model problems measuring direct and mediated relationships between different variables [34, 35]

3.2 Survey form

Link of the survey:https://forms.gle/FYrsccvoBQSK4rpr7

The question in english is shown in table below:

Demographic

3 What is your occupation now ?

5 Have you ever bought secondhand fashion

or consignment ?

Awareness of Price

1 You consider price as an important factor

2 When you look at the price of an item, you

often tend to compare it with the price of a similar new product

3 You have ever declined to buy a used

product because of the high price

4 You are willing to pay more for a used

product if it is of better quality or comes with a warranty

5 You find discount programs or price

promotions for used items attractive

Frugality

1 You consider price as an important factor

when deciding to buy second hand products

2 When you look at the price of an item, you

often tend to compare it with the price of a similar new product

3 You have ever declined to buy a used

product because of the high price

4 You are willing to pay more for a used

product if it is of better quality or comes with a warranty

5 You find discount programs or price

promotions for used items attractive

Need for Exclusivity

1 Buying second-hand fashion items is a way

for you to save costs

2 Your level of thriftiness greatly influences

your trend of purchasing second-hand fashion items

3 You feel happier when buying second-hand

fashion and saving money

4 Thriftiness is not only a personal matter but

also an important value within the community

Environmental concern