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Can circular fashion impact brand loyalty? An exploratory research on the pre- and post-purchase behaviour of second-hand fashion consumption in the digital channel
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Orientador(es)
Resumo(s)
This paper examines the impact of a satisfactory second-hand purchasing experience on the
loyalty levels towards the brands purchased. A deep dive into the pre- and post-purchase
behaviour of second-hand fashion consumption via second-hand online marketplaces was
conducted by a qualitative and quantitative research on second-hand consumers, particularly
the Generation Z. The findings from this paper uncover that a positive experience shopping
second-hand fashion online influences brand loyalty, especially for brands for which
consumers are trying for the first-time second-hand. This loyalty is mainly impacted by an
increased confidence towards the quality of the pieces purchased that leads to an enhanced
brand image.
Descrição
Palavras-chave
Second-hand fashion Digital Brand loyalty Consumer behaviour