How Perceived Value and Risk Affect U.S. Consumers’ Purchase Intention toward Second-Hand Luxury Goods

The second-hand luxury market is currently experiencing rapid growth. Despite the existing knowledge on consumer second-hand luxury shopping behavior, little is known about second-hand luxury consumption in the U.S. The purpose of this study is to investigate how U.S. consumers perceive second-hand luxury goods and the various factors that influence their purchase intentions. Perceived quality value, perceived social value, perceived emotional value and perceived environmental value significantly affect U.S. consumers’ purchase intention toward second-hand luxury goods while perceived economic value and perceived risk do not play a significant role in their purchase intention. The proposed research model exhibits a good explanatory power, accounting for 75.4% of the variance in U.S. consumers’ purchase intention toward second-hand luxury goods. Understanding consumers’ desired values regarding second-hand luxury goods will enable retailers and brands to develop effective marketing strategies and promote sustainable consumption.