Social and Psychological Aspects

Can a Prosocial Action on an Online Secondhand Platform Reduce Racial Prejudice? The Role of Seller’s Racial Identity and Type of Exchange  

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Abstract

This study examines whether prosocial actions on online secondhand platforms can mitigate racial prejudice by exploring how the seller's racial identity and type of exchange influence consumer attitudes and group identification. Drawing from intergroup contact and expectation disconfirmation theories, it examines how racial identity and exchange type affect consumer attitudes and group identification. A 2x2 online experiment with 344 Caucasian participants manipulated seller identity (ingroup/outgroup) and exchange type (giving away/selling) on a virtual Facebook Marketplace. Results revealed outgroup sellers elicited more favorable attitudes, while ingroup sellers strengthened group identification. Giving away items increased group identification but did not affect attitudes. Unexpected generosity (e.g., giveaways) improved perceptions of outgroup members, fostering a stronger sense of community. These findings highlight the potential for inclusive practices in reducing biases, suggesting that altruistic exchanges and meaningful intergroup interactions can address inequalities and enhance community bonds in the sharing economy.

Keywords: racial prejudice, collaborative consumption, intergroup interaction, online secondhand marketplace, prosocial action

How to Cite:

Shin, D. C., Kim, N. L. & Woo, H., (2025) “Can a Prosocial Action on an Online Secondhand Platform Reduce Racial Prejudice? The Role of Seller’s Racial Identity and Type of Exchange  ”, International Textile and Apparel Association Annual Conference Proceedings 81(1). doi: https://doi.org/10.31274/itaa.18905