A Cross-Generational Analysis of Second-Hand Online Shopping: Comparing GenX, Millennials and GenZ

Abstract

[Abstract] Purpose: The purpose of this study is to examine whether there are differences in second-hand online shopping behavior driven by the generational cohort. Design/methodology/approach: Based on the generational cohort theory, this research examines what factors influence and prevent the purchase of second-hand products online, comparing generational cohorts. For this purpose, data are analyzed through multiple-group structural equation modeling (SEM) (Gen X = 176; Millennials = 197; Gen Z = 233). Findings: Findings report noticeable different motivations and barriers across consumer generations in their second-hand shopping behavior: Gen X are mostly driven by economic motivations; Gen Z are driven by ethical motives, while economic and environmental motivations exert greater influence for Millennials. Conversely, functional risk is the main barrier for the three generational cohorts. Originality/value: To the best of the authors’ knowledge, this is one first attempt to examine why different generational cohorts of consumers purchase or prevent from purchasing used items through the internet.