TY - JOUR
T1 - The hunt for treasures, bargains and individuality in pre-loved luxury
AU - Silva, Susana C.
AU - Duarte, Paulo
AU - Sandes, Fabio S.
AU - Almeida, Catarina Andreia
N1 - Publisher Copyright:
© 2022, Emerald Publishing Limited.
PY - 2022/10/5
Y1 - 2022/10/5
N2 - Purpose: This work aims to discuss the motivators for the consumption of pre-loved luxury items and verify how these motivators interact, leading consumers to engage in behaviors that blend the characteristics of different motivators: treasure hunting, bargain hunting and individuality seeking. Design/methodology/approach: This is an exploratory dyadic qualitative research conducted using semi-structured in-depth interviews involving luxury brand store managers and loyal clients for pre-loved luxury products in Monaco. Findings: Throughout the analysis, the authors found three types of behavior that incorporate different parts of motivators that have been considered as specific motivators for pre-loved luxury consumption: bargain hunting, an intersection of recreational and economic motivations, treasure hunting, a blend of nostalgic and recreational motivations, and individuality, a mix of need for uniqueness and fashion involvement motivation. Practical implications: Identifying three types of behavior for the pre-loved luxury consumer helps practitioners craft marketing strategies for their brands and products in the pre-loved luxury market. Social implications: The authors propose a theoretical framework that identifies intersections between the motivators for pre-loved luxury consumption, potentially identifying new types of consumer behavior in this market. Originality/value: To the best of the authors' knowledge, this is the first work to discuss these three types of behavior in the pre-loved luxury market. The authors propose a theoretical framework that identifies intersections between the motivators for pre-loved luxury consumption, potentially identifying new types of consumer behavior in this market.
AB - Purpose: This work aims to discuss the motivators for the consumption of pre-loved luxury items and verify how these motivators interact, leading consumers to engage in behaviors that blend the characteristics of different motivators: treasure hunting, bargain hunting and individuality seeking. Design/methodology/approach: This is an exploratory dyadic qualitative research conducted using semi-structured in-depth interviews involving luxury brand store managers and loyal clients for pre-loved luxury products in Monaco. Findings: Throughout the analysis, the authors found three types of behavior that incorporate different parts of motivators that have been considered as specific motivators for pre-loved luxury consumption: bargain hunting, an intersection of recreational and economic motivations, treasure hunting, a blend of nostalgic and recreational motivations, and individuality, a mix of need for uniqueness and fashion involvement motivation. Practical implications: Identifying three types of behavior for the pre-loved luxury consumer helps practitioners craft marketing strategies for their brands and products in the pre-loved luxury market. Social implications: The authors propose a theoretical framework that identifies intersections between the motivators for pre-loved luxury consumption, potentially identifying new types of consumer behavior in this market. Originality/value: To the best of the authors' knowledge, this is the first work to discuss these three types of behavior in the pre-loved luxury market. The authors propose a theoretical framework that identifies intersections between the motivators for pre-loved luxury consumption, potentially identifying new types of consumer behavior in this market.
KW - Luxury
KW - Pre-loved
KW - Second-hand
KW - Sustainable consumption
UR - http://www.scopus.com/inward/record.url?scp=85131079868&partnerID=8YFLogxK
U2 - 10.1108/IJRDM-10-2021-0466
DO - 10.1108/IJRDM-10-2021-0466
M3 - Article
AN - SCOPUS:85131079868
SN - 0959-0552
VL - 50
SP - 1321
EP - 1336
JO - International Journal of Retail and Distribution Management
JF - International Journal of Retail and Distribution Management
IS - 11
ER -