Title Fashionability, identity, visuals, emotions and scepticism: understanding consumer behavior in the second-hand fashion market
Translation of Title Mada, tapatybė, vaizdas, emocijos ir skepticizmas: vartotojų elgsenos supratimas antrinės mados rinkoje.
Authors Valkūnaitė, Elena
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Pages 95
Keywords [eng] second-hand, second-hand advertising, fashionability in second-hand, second-hand visuals, fashion visuals, second-hand emotions, greenwashing in second-hand, vinted, second-hand luxury, minimalism, Y2K, second-hand in Lithuania, TPB in second-hand, SOR in second-hand
Abstract [eng] This master’s thesis analyzes factors influencing consumer behavior in the second-hand fashion market. The research problem addresses the lack of understanding regarding how fashionability, identity, visuals, and scepticism shape sustainable consumption in a market whih was historically stigmatized by hygiene and social status concerns. The objective is to determine the impact of fashionability, identity, visual communication, emotion, and skepticism on consumer behavior. To achieve this, the tasks included systematizing literature on consumer drivers, evaluating the impact of brand logos and sustainability information, examining social media influence, and identifying fashion preferences based on self-identified style. A quantitative research method was employed, analyzing survey data from 389 respondents using the Theory of Planned Behavior and Stimulus-Organism-Response theory. The results reveal that verbal promotion positively impacts purchasing intentions for both classic and trendy styles, where visual promotion is effective primarily for trendy aesthetics. Hypothesis testing demonstrated that brand logos do not significantly drive mass-market decisions, but following "greenfluencers" and accessing factual environmental information significantly increase purchasing intentions. The study identified "misfit regret" as a significant barrier and confirmed that consumers are driven by economic, environmental, and uniqueness motives. Recommendations propose that businesses segment visual and verbal marketing strategies, curate inventory to reduce search effort, leverage influencers for community building, and utilize environmental metrics to enhance trust.
Dissertation Institution Vilniaus universitetas.
Type Master thesis
Language English
Publication date 2026