Does perceived risk influence the intention to purchase second-hand clothing? A multigroup analysis of SHC consumers versus non-SHC consumers

Abstract

Purpose

This study aims to investigate the influence of perceived risk, including financial, functional, aesthetic, sanitary, psychological and social risks, on the intention to purchase second-hand clothing (SHC) between SHC consumers and non-SHC consumers based on perceived risk theory.

Design/methodology/approach

A total of 290 responses were collected, with 110 from SHC consumers and 180 from non-SHC consumers. Partial least squares structural equation modelling was used to validate the hypotheses. Additionally, a permutation test and multigroup analysis (MGA) were performed.

Findings

The findings indicate that different types of risk have varying effects on both SHC and non-SHC consumers’ intention to purchase SHC. In particular, financial, aesthetic and social risks are found to be significant predictors of purchase intention for SHC consumers. By contrast, sanitary and psychological risks are significant predictors of purchase intention for non-SHC consumers. Furthermore, the MGA results indicate a significant difference between SHC consumers and non-SHC consumers in the relationship between financial risk, social risk and purchase intention.

Originality/value

To the best of the authors’ knowledge, this is the first study to examine the effects of different types of risk on the intention to purchase SHC in both SHC and non-SHC consumers. The findings will provide practitioners with practical insights for developing more effective strategies to target these two distinct consumer groups.

Citation

Koay, K.Y., Cheah, C.W. and Lom, H.S. (2023), "Does perceived risk influence the intention to purchase second-hand clothing? A multigroup analysis of SHC consumers versus non-SHC consumers", Journal of Product & Brand Management, Vol. 32 No. 4, pp. 530-543. https://doi.org/10.1108/JPBM-11-2021-3721