Undergraduate Research

Why Do Millennials and Generation Z Love the Second-Hand Luxury Products Despite the COVID-19 Pandemic?

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Abstract

The purpose of this study is to investigate the effect of the pandemic/epidemic concern on young consumers’ purchase intention for second-hand luxury products. The outcomes of this study will provide insight into the second-hand luxury market, which can be helpful in the development of marketing strategies for the luxury marketing and fashion industries in unforeseen circumstances. The proposed theoretical framework will contribute to a better understanding of young consumers’ motivation in consumer behavior studies and second-hand luxury market industries. It will indicate the second-hand shopping motivation factors that lead to changes in their attitude and purchase intention toward purchasing SLPs and offer a profound aspect of the role of attitude and purchase intention between millennials and generation Z in unforeseen circumstances in the future.

Keywords: second-hand luxury products, Millennials, Generation Z, COVID-19 Pandemic

How to Cite:

Halter, G. & Nam, C., (2022) “Why Do Millennials and Generation Z Love the Second-Hand Luxury Products Despite the COVID-19 Pandemic?”, International Textile and Apparel Association Annual Conference Proceedings 78(1). doi: https://doi.org/10.31274/itaa.13876