Towards Sustainable Consumption: Consumer Behavior and Market Segmentation in the Second-Hand Clothing Industry
In this study, we use bibliometric analysis as a quantitative and systematic approach to assess the scientific landscape and present the existing literature, focusing on the consumer buying behaviour of second-hand clothing in the context of sustainability. We observe a decrease in the number of...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Academy of Economic Studies of Bucharest
2023-11-01
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| Series: | Amfiteatru Economic |
| Subjects: | |
| Online Access: | https://www.amfiteatrueconomic.ro/temp/Article_3255.pdf |
| Summary: | In this study, we use bibliometric analysis as a quantitative and systematic approach to assess
the scientific landscape and present the existing literature, focusing on the consumer buying
behaviour of second-hand clothing in the context of sustainability. We observe a decrease in
the number of published papers on this topic, as evidenced by the limited number of papers
in the Web of Science (WoS) database (41 papers) and Scopus (38 papers). Through cooccurrence analysis, we highlight the importance of consumer behaviour research in
sustainable fashion and identify research gaps related to the absence of market segmentation
analysis based on consumer behaviour and demographic information in the second-hand
clothing market. To address these gaps, our research aims to identify the main factors that
influence consumers to buy second-hand clothing products and to examine the profile of
customers who make these purchases, focusing specifically on Romania. We collected data
from 110 respondents through a questionnaire. Using two-stage clustering and ANOVA, we
identify distinct consumer segments that share similar characteristics. These segments show
variations in age, income, frequency of purchase, and reasons for choosing second-hand
clothing. By addressing sustainability concerns and providing practical strategic options, our
study aims to help businesses operating in the second-hand clothing market. Our findings
align with previous research on diverse consumer segments with different attitudes and
behaviours towards second-hand consumption. |
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| ISSN: | 1582-9146 2247-9104 |