IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v15y2023i10p8213-d1149951.html
   My bibliography  Save this article

Examining Generation Z Consumer Online Fashion Resale Participation and Continuance Intention through the Lens of Consumer Perceived Value

Author

Listed:
  • Chuanlan Liu

    (Department of Textiles, Apparel Design, and Merchandising, College of Agriculture, Louisiana State University, Baton Rouge, LA 70803, USA)

  • Jeremy M. Bernardoni

    (School of Theatre, College of Music and Dramatic Arts, Louisiana State University, Baton Rouge, LA 70803, USA)

  • Zhongjie Wang

    (School of Architecture and Design, Nanchang University, Nanchang 330031, China
    Jiangsu Lianfa Textile Co., Ltd., Haian 226601, China)

Abstract

The fashion industry has recently embraced a circular economy due to the increased consumer awareness of environmental issues, especially among younger generations. However, it is unclear if younger consumers, especially Generation Z, are willing to consistently engage in sustainable consumption patterns, such as buying and selling pre-owned fashion products through online resale platforms. This research specifically focuses on Generation Z consumers’ online fashion resale participation continuance. A research model was proposed with perceived benefits, pro-environmental beliefs as antecedents to attitude and continuance intention, and consumer perceived value as a moderating factor shaping the specified direct and mediating relationship. An online survey was administered to a convenience sample of 257 Generation Z consumers, and exploratory factor analysis identified five dimensions of perceived benefits of online fashion resale participation, epistemic benefits, product choice benefits, quality benefits, value for money, and budget benefits. Two groups of consumers were identified based on value perceptions of clothing consumption: maximum value pursuers and self-oriented shoppers. Structural equation modeling was employed to test the hypothesis. Results showed that pro-environmental beliefs affect Generation Z consumers’ attitudes and continuance intention to online fashion resale participation with strong effects for the group of self-oriented shoppers. Among the five dimensions of perceived benefits, only epistemic benefits affect continuance intention for self-oriented consumers. Theoretical and practical implications are provided in this paper.

Suggested Citation

  • Chuanlan Liu & Jeremy M. Bernardoni & Zhongjie Wang, 2023. "Examining Generation Z Consumer Online Fashion Resale Participation and Continuance Intention through the Lens of Consumer Perceived Value," Sustainability, MDPI, vol. 15(10), pages 1-18, May.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:10:p:8213-:d:1149951
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/15/10/8213/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/15/10/8213/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Patrizia Gazzola & Enrica Pavione & Roberta Pezzetti & Daniele Grechi, 2020. "Trends in the Fashion Industry. The Perception of Sustainability and Circular Economy: A Gender/Generation Quantitative Approach," Sustainability, MDPI, vol. 12(7), pages 1-19, April.
    2. Gutfreund, Jamie, 2016. "Move over, Millennials: Generation Z is changing the consumer landscape," Journal of Brand Strategy, Henry Stewart Publications, vol. 5(3), pages 245-249, December.
    3. Birgitta Gatersleben & Niamh Murtagh & Wokje Abrahamse, 2014. "Values, identity and pro-environmental behaviour," Contemporary Social Science, Taylor & Francis Journals, vol. 9(4), pages 374-392, December.
    4. Liu, Chuanlan & Forsythe, Sandra, 2011. "Examining drivers of online purchase intensity: Moderating role of adoption duration in sustaining post-adoption online shopping," Journal of Retailing and Consumer Services, Elsevier, vol. 18(1), pages 101-109.
    5. Turunen, Linda Lisa Maria & Cervellon, Marie-Cecile & Carey, Lindsey Drylie, 2020. "Selling second-hand luxury: Empowerment and enactment of social roles," Journal of Business Research, Elsevier, vol. 116(C), pages 474-481.
    6. Ali Razzaq & Nabeel Younus Ansari & Zohaib Razzaq & Hayat Muhammad Awan, 2018. "The Impact of Fashion Involvement and Pro-Environmental Attitude on Sustainable Clothing Consumption: The Moderating Role of Islamic Religiosity," SAGE Open, , vol. 8(2), pages 21582440187, June.
    7. Xingqiu Lou & Ting Chi & Justin Janke & Gianna Desch, 2022. "How Do Perceived Value and Risk Affect Purchase Intention toward Second-Hand Luxury Goods? An Empirical Study of U.S. Consumers," Sustainability, MDPI, vol. 14(18), pages 1-16, September.
    8. Birte Balck & Daniel Cracau, 2015. "Empirical analysis of customer motives in the shareconomy: a cross-sectoral comparison," FEMM Working Papers 150002, Otto-von-Guericke University Magdeburg, Faculty of Economics and Management.
    9. Lindsay McCoy & Yuan-Ting Wang & Ting Chi, 2021. "Why Is Collaborative Apparel Consumption Gaining Popularity? An Empirical Study of US Gen Z Consumers," Sustainability, MDPI, vol. 13(15), pages 1-18, July.
    10. Bo Zhang & Yaozhong Zhang & Peng Zhou, 2021. "Consumer Attitude towards Sustainability of Fast Fashion Products in the UK," Sustainability, MDPI, vol. 13(4), pages 1-23, February.
    11. Jui-Che Tu & Ching-Fen Hsu & Kharisma Creativani, 2022. "A Study on the Effects of Consumers' Perception and Purchasing Behavior for Second-Hand Luxury Goods by Perceived Value," Sustainability, MDPI, vol. 14(16), pages 1-18, August.
    12. Inhwa Kim & Hye Jung Jung & Yuri Lee, 2021. "Consumers’ Value and Risk Perceptions of Circular Fashion: Comparison between Secondhand, Upcycled, and Recycled Clothing," Sustainability, MDPI, vol. 13(3), pages 1-23, January.
    13. Ertz, Myriam & Karakas, Fahri & Sarigöllü, Emine, 2016. "Exploring pro-environmental behaviors of consumers: An analysis of contextual factors, attitude, and behaviors," Journal of Business Research, Elsevier, vol. 69(10), pages 3971-3980.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Budiana Ruslan & Erna Maulina & Rusdin Tahir & Rivani & R. Anang Muftiadi, 2023. "Sustainable Consumer Behavior: Bibliometric Analysis for Future Research Direction in Muslim Fashion Context," Sustainability, MDPI, vol. 15(24), pages 1-22, December.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Chuanlan Liu & Sibei Xia & Chunmin Lang, 2023. "Online Luxury Resale Platforms and Customer Experiences: A Text Mining Analysis of Online Reviews," Sustainability, MDPI, vol. 15(10), pages 1-19, May.
    2. Xingqiu Lou & Ting Chi & Justin Janke & Gianna Desch, 2022. "How Do Perceived Value and Risk Affect Purchase Intention toward Second-Hand Luxury Goods? An Empirical Study of U.S. Consumers," Sustainability, MDPI, vol. 14(18), pages 1-16, September.
    3. Andreza de Aguiar Hugo & Jeniffer de Nadae & Renato da Silva Lima, 2021. "Can Fashion Be Circular? A Literature Review on Circular Economy Barriers, Drivers, and Practices in the Fashion Industry’s Productive Chain," Sustainability, MDPI, vol. 13(21), pages 1-17, November.
    4. Ting Chi & Olabisi Adesanya & Hang Liu & Rebecca Anderson & Zihui Zhao, 2023. "Renting than Buying Apparel: U.S. Consumer Collaborative Consumption for Sustainability," Sustainability, MDPI, vol. 15(6), pages 1-16, March.
    5. Luigi Leclercq-Machado & Aldo Alvarez-Risco & Romina Gómez-Prado & Berdy Briggitte Cuya-Velásquez & Sharon Esquerre-Botton & Flavio Morales-Ríos & Camila Almanza-Cruz & Sarahit Castillo-Benancio & Mar, 2022. "Sustainable Fashion and Consumption Patterns in Peru: An Environmental-Attitude-Intention-Behavior Analysis," Sustainability, MDPI, vol. 14(16), pages 1-18, August.
    6. Cindy Helinski & Gerhard Schewe, 2022. "The Influence of Consumer Preferences and Perceived Benefits in the Context of B2C Fashion Renting Intentions of Young Women," Sustainability, MDPI, vol. 14(15), pages 1-25, August.
    7. Elfriede Penz & Katrin Lara Drewes, 2022. "What Shapes Pro-Environmental Attitudes and Intention for Sustainable Fashion Consumption during a Stressful Time Event?," Sustainability, MDPI, vol. 14(22), pages 1-16, November.
    8. Xiaoqian Lu & Tong Sheng & Xiaolan Zhou & Chaohai Shen & Bingquan Fang, 2022. "How Does Young Consumers’ Greenwashing Perception Impact Their Green Purchase Intention in the Fast Fashion Industry? An Analysis from the Perspective of Perceived Risk Theory," Sustainability, MDPI, vol. 14(20), pages 1-17, October.
    9. Yuanhong Liao & Weihong Yang, 2022. "The determinants of different types of private-sphere pro-environmental behaviour: an integrating framework," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 24(6), pages 8566-8592, June.
    10. Ting Chi & Anastasia Frattali & Hang Liu & Yini Chen, 2023. "Regenerated Cellulose Fibers (RCFs) for Future Apparel Sustainability: Insights from the U.S. Consumers," Sustainability, MDPI, vol. 15(6), pages 1-13, March.
    11. Pei-Hsin Lin & Wun-Hwa Chen, 2022. "Factors That Influence Consumers’ Sustainable Apparel Purchase Intention: The Moderating Effect of Generational Cohorts," Sustainability, MDPI, vol. 14(14), pages 1-14, July.
    12. Jessica Strübel & Saheli Goswami & Ji Hye Kang & Rosemary Leger, 2023. "Improving Society and the Planet: Sustainability and Fashion Post-Pandemic," Sustainability, MDPI, vol. 15(17), pages 1-23, August.
    13. Zhongjie Wang & Chuanlan Liu, 2023. "Mining Chinese Consumer Minds: Motivations for Selling Unwanted Fashion Items in Online Resale Marketplaces," Sustainability, MDPI, vol. 15(16), pages 1-16, August.
    14. Alzubaidi, Hawazin & Slade, Emma L. & Dwivedi, Yogesh K., 2021. "Examining antecedents of consumers’ pro-environmental behaviours: TPB extended with materialism and innovativeness," Journal of Business Research, Elsevier, vol. 122(C), pages 685-699.
    15. Upadhyay, Nitin & Kamble, Aakash, 2023. "Examining Indian consumer pro-environment purchase intention of electric vehicles: Perspective of stimulus-organism-response," Technological Forecasting and Social Change, Elsevier, vol. 189(C).
    16. Maria Elena Aramendia-Muneta & Andrea Ollo-López & Katrin Simón-Elorz, 2022. "Circular Fashion: Cluster Analysis to Define Advertising Strategies," Sustainability, MDPI, vol. 14(20), pages 1-19, October.
    17. Alessandro Concari & Gerjo Kok & Pim Martens, 2020. "A Systematic Literature Review of Concepts and Factors Related to Pro-Environmental Consumer Behaviour in Relation to Waste Management Through an Interdisciplinary Approach," Sustainability, MDPI, vol. 12(11), pages 1-50, May.
    18. Faure, Corinne & Guetlein, Marie-Charlotte & Schleich, Joachim & Tu, Gengyang & Whitmarsh, Lorraine & Whittle, Colin, 2022. "Household acceptability of energy efficiency policies in the European Union: Policy characteristics trade-offs and the role of trust in government and environmental identity," Ecological Economics, Elsevier, vol. 192(C).
    19. Catia Milena Lopes & Annibal José Scavarda & Mauricio Nunes Macedo de Carvalho & André Luis Korzenowski, 2018. "The Business Model and Innovation Analyses: The Sustainable Transition Obstacles and Drivers for the Hospital Supply Chains," Resources, MDPI, vol. 8(1), pages 1-17, December.
    20. Mohd Yusoff Yusliza & Amirudin Amirudin & Raden Aswin Rahadi & Nik Afzan Nik Sarah Athirah & Thurasamy Ramayah & Zikri Muhammad & Francesca Dal Mas & Maurizio Massaro & Jumadil Saputra & Safiek Mokhli, 2020. "An Investigation of Pro-Environmental Behaviour and Sustainable Development in Malaysia," Sustainability, MDPI, vol. 12(17), pages 1-21, August.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:15:y:2023:i:10:p:8213-:d:1149951. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.