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

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

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

1 Introduction

1.1 Present the background of research.

The fashion industry is profoundly transforming, with an escalating inclinationtowards sustainable and ethical consumer practices Notably, a discernible paradigmshift discerned wherein the consumer's perception of second-hand and consignmentfashion products has evolved considerably Contemporary consumers increasinglyrecognize the merits of pre-owned clothing, accessories, and footwear as viablealternatives to conventional retail purchases A confluence of pivotal factorsunderscores this notable transition: Sustainability Imperative; Ethical Contemplations;Economic Considerations; Aesthetic and Stylistic Allure; and Digital MarketplaceFacilitation.

In light of mounting environmental consciousness, consumers are resolutelypursuing avenues to reduce their ecological footprint vis-à-vis fashion consumption.Second-hand and consignment merchandise emerge as an attractive proposition byaffording greater longevity to clothing items and ameliorating textile waste concerns.

Discerning shoppers are increasingly aware of the ethical ramificationsintrinsic to fast fashion, including exploitative labor practices and adverseimplications for laborers embedded within the global fashion supply chain Adoptingsecond-hand and consignment shopping aligns seamlessly with the tenets of ethicalconsumerism.

Economic factors, too, have contributed significantly to the ascension ofsecond-hand fashion The informed consumer can often secure impeccablymaintained, 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 inpurchasing decisions.

The surge in online platforms and applications dedicated to second-handfashion trade, bolstered by the inherent convenience of digital commerce, hasinexorably expedited the proliferation of this niche market.

1.2 Objectives of our study.

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

Second, analyze the current consumption status of green fashion products(Ecofashion) by consumers in the context of globalization In recent years, thedemand for green fashion among consumers in the world in general and Vietnam inparticular has been increasing The reason is that consumer awareness of the fashionindustry's environmental impact is becoming increasingly apparent According to thereport, 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 consuminggreen fashion That has promoted the consumption of green fashion in general andsecond-hand fashion in particular in Vietnam.[1]

Third, evaluate the influence of factors on consumers' intention to consumegreen fashion products Environmental concern, this factor has the most substantialinfluence on consumers' intention to consume second-hand fashion Consumers whocare about the environment might choose second-hand fashion products [2].Awareness of second-hand fashion, consumers fully aware of second-hand fashion'svalues might choose second-hand fashion products Awareness of the cost ofsecond-hand fashion, this factor positively affects consumers' intention to consumesecond-hand fashion Economic conditions of consumers, consumers with direeconomic conditions might choose green fashion products Lastly, stimulating greenmarketing from fashion brands will help consumers become more aware of thebenefits of second-hand fashion and thereby increase consumption intention.

Finally, the fourth objective is to propose actionable solutions to guidesecond-hand fashion brands in developing effective business strategies Drawing uponthe findings from the previous objectives, we will offer recommendations forsecond-hand brands to tailor their marketing, product development, and supply chainpractices to better align with consumer preferences and global trends These solutionswill provide a roadmap for eco-fashion brands to thrive in an increasingly competitivemarket while contributing to sustainability goals.

1.3 Research question

The research question, "What are the key factors and how that influencesconsumers' purchase decision behavior when considering second-hand andconsignment fashion products?" is suitable for the topic because it focuses onunderstanding the factors that drive consumers' decision-making process, specificallyin the context of second-hand and consignment fashion products By exploring thesefactors, researchers can gain insights into consumer behavior, preferences, andmotivations when purchasing pre-owned fashion items This information can bevaluable 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 theneeds and preferences of their target audience Additionally, the research findings maycontribute to the broader understanding of sustainability in the fashion industry andconsumer attitudes towards sustainable consumption.

1.4 Contributions of study

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

communication or marketing plan to increase the buying intention of second-handclothes products by reducing consumers' risk perception and increasing the chance oftheir customers buying products.

In summary, this study contributes to the literature on the purchase decisionbehavior of second-hand clothing by providing insight into consumers' purchasebehavior regarding past purchase experience, future consumption intention, andperceived values.

1.5 Structure of your research paper

In the research paper, we devine into 5 parts: Introduction; TheoreticalFramework and Hypotheses; Methodology; Results and Discussion; Conclusion andLimitations In the introduction, we will explain the background of this research InSection of Theoretical Framework and Hypotheses, we will explain the literature thatwe use in the research and pose the hypotheses About Methodology, we present themodel 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, aswell as discussion Last but not least, we will conclude based on the result and drawout the limitations of the research.

2 Theoretical Framework and Hypotheses2.1 Awareness of price

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

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

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

2.2 Need for Exclusivity

The concept of the need for exclusivity is derived from the frameworkdeveloped by Snyder and Fromkin [14], exploring an individual's inclination todistinguish themselves from others in perception and presentation Thisdistinctiveness may manifest in various ways, such as demonstrating ownership ofunique products, adopting distinctive modes of interaction, or possessing in-depthknowledge 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 socialstanding" (p 52) In the market of used products, a diverse range is available,spanning from recent to antiquated items What makes these items particularlyattractive is their distinctive and distinguishing features in contrast to those commonlyfound in regular stores [3] Frequently, these are items that, even if relatively recent,are no longer in production and, consequently, are scarce [15] Consumers ofsecondhand goods perceive an opportunity here to deviate from the commonplace andsatisfy their need for exclusivity [3,16] Their aim is to construct and convey theiridentity and personality through the uniqueness of their possessions By eschewingmass-produced goods and the conventional system, these individuals are concurrentlyevading established norms This quest for differentiation is heightened by showcasingunique items and adopting unconventional attire [17,18] While this need forexclusivity may pose a hindrance to the consumption of sustainable products due tothe typically limited product range, it paradoxically serves as motivation for optingfor used products [17,18].

Hypothesis 2: Need for exclusivity has the impact on the intention to purchasesecond-handproducts.

2.3 Frugality

Frugality is regarded as a way of lifestyle, this characteristic describes theextent to which consumers' Ability to purchase goods and services is constrained inorder to fulfil specific long-term goals [19] For instance, individuals can save moneyand utilize it for other things by buying used items [7] In addition to the financialconcern, it is linked to the effective use of resources, or using a thing until it is nolonger useful [20] To get the most value out of the purchase made, this weighing alsoresults in a preference for goods that are high quality and durable [21].There is aluxury items category within the secondhand market that enables one to find oracquire things that are branded or deemed premium.

Recycling and object reuse practices are linked to frugality [7,8] Due to thefact that purchased items have been discarded by other parties [20] and are beingreused by interested third parties, secondhand shopping encourages this behaviour.Frugality was identified as one of the key factors influencing the purchase of usedclothing 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-handproducts.

2.4 Environment concern

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

Recent studies [23,24,26] have shown that consumers are becomingincreasingly concerned about the environment and are looking to change theirconsumption habits[23] to help protect it [25] Environmental concern refers to thedegree to which people are aware of environmental problems, support efforts to solvethem, 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 purchasesecond-handproducts.

3 Methodology3.1 Research design

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

unstructured questions, and ratio scales for analysis in order to gather data Thequestionnaire 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, thequestions require respondents only to provide some type of descriptor as theirresponse (Hair.Jr et.al,2010) [40] Nominal scales allow the researcher to categorizethe responses into mutually exclusive subsets that do not have distances betweenthem (Hair.Jr et.al,2010) [40]

The second part aims to evaluate the impact of different factors on purchaseintention Including the following variables: awareness of price, frugality, need forexclusivity, and environmental concern We use ratio scales because they are thehighest level for the scale and enable the researcher not only to identify the absolutedifferences between each scale point but also to make absolute comparisons betweenthe responses (Hair, Jr et al., 2010) [40] In general, ratio scales ask respondents toprovide a specific numerical value as their response, regardless of whether or not a setof 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 etal., 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 Lastovickaet al [39] Environmental concern was measured based on Rausch and Kopplin's fouritems [38] Regarding environmental knowledge, we develop five sentences based onthe research articles of La Trobe & Acott [30] and Peña-Vinces et al [37].

With the dependent variable, the intention to purchase used products wasmeasured with four items adapted from Yazdanpanah & Forouzani [31] and Armitageet al [34] All items are measured using ratio scales.

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

Step 1: Confirm research objectives

Step 2: Select appropriate data collection methodWe 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 researchinghighly sensitive themes, online surveys are seen as beneficial (see Coomber, 1997).Moreover, the questions use unstructured questions where respondents respond to aset 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 whichevaluate the variables will be developed to a range question with scale from 1 to 5equal to: 1- Strongly Disagree, 2 - Disagree, 3 - Neutral, 4 - Agree, 5 - StronglyAgree.

Step 5: Obtain initial client approval

Jr et al., 2010) [40] Anyone can provide suggestions on this topic and ask anyquestions, and we had approval prior to pretesting If changes are needed, they shouldoccur (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 representativegroups of respondents in class MKT1609 They are asked to fill out the questionnaireand provide feedback to the team The number of respondents is exactly 31 In thispretest, they should pay attention to the words, phrases, instructions, and questionsequence (Hair, Jr et al., 2010) [40] They also pointed out any mistakes that are hardto 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 toexamine.

Step 7: Implement the survey

We have social media, where the Facebook group in Hanoi did the survey andasked friends and family to do the online questionnaire The survey was released onOctober 24 and ended on November 31 Finally, we got a sample size of 140, mainlyfrom people in Hanoi Therefore, sampling is also more diverse with respect to thesocio-demographic characteristics to be achieved [32] as well as improving thequality of the data collected [33] To analyze data, we use SPSS software Thismethod has been used in studies in several fields, as it allows the study of complexmodel problems measuring direct and mediated relationships between differentvariables [34, 35].

3.2 Survey form

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

The question in english is shown in table below:

3 What is your occupation now ?

5 Have you ever bought secondhand fashionor consignment ?

Awareness of Price

1 You consider price as an important factor

2 When you look at the price of an item, youoften tend to compare it with the price of asimilar new product.

3 You have ever declined to buy a usedproduct because of the high price.

4 You are willing to pay more for a usedproduct if it is of better quality or comeswith a warranty.

5 You find discount programs or pricepromotions for used items attractive.

3 You have ever declined to buy a usedproduct because of the high price.

4 You are willing to pay more for a usedproduct if it is of better quality or comeswith a warranty.

5 You find discount programs or pricepromotions for used items attractive.

Need for Exclusivity

1 Buying second-hand fashion items is a wayfor you to save costs.

2 Your level of thriftiness greatly influencesyour trend of purchasing second-handfashion items.

3 You feel happier when buying second-handfashion and saving money.

4 Thriftiness is not only a personal matter butalso an important value within thecommunity.

Environmental concern