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Justification and purpose
The number of used-merchandise retail establishments has grown at about ten times the rate of other stores (Solomon and Rabolt, 2004). Acknowledging the rising popularity and uniqueness of second-hand channels, researchers have conducted studies to understand consumers in the context of second-hand shopping, including consumer motivations (Guiot and Roux, 2010), risk reduction strategies (Gabbott, 1991), consumer initial trust towards used products sold online (Lee and Lee, 2006), price negotiation process between sellers and buyers (Stroeker and Antonides, 1997) and differences between second-hand pieces and vintage pieces (Cervellon et al. , 2012).
Horne and Maddrell (2002) argued that researchers should investigate the second-hand consumption behaviour through both economic and cultural lens to fully understand such practices. Following the argument, Williams and Paddock (2003, p. 343) conducted face-to-face interviews regarding purchases of certain household items, electronic goods and clothing products, and concluded that affluent middle-class consumers might participate in second-hand shopping to purchase those products for reasons such as "fun, sociality, distinction and being seen to buy the right thing". For consumers with economic constraints, second-hand shopping is practiced due to a lack of choice. Although the researchers identified that reasons for second-hand shopping might go beyond economic concerns and that consumer identity could be reflected through such practices and thus called for further research to fully understand the meanings of second-hand channels to consumers, they did not address specific cultural factors for further consideration.
In recent years, there is evidence to show that concerns about the environment have also begun to increase consumers' tendency to buy second-hand products (Rucker et al. , 1995; Soiffer and Herrmann, 1987; Belk et al. , 1988). With consumers' interest in environmentally friendly fashion and retro clothing, there has been the consistent growth in the second-hand or vintage clothing market (Beard, 2008). Specifically, the second-hand clothing market has received increased attention especially in recent years. In the Western world, second-hand clothing has formed a set of niche markets, with young consumers (e.g. college students) being seen as these markets' major target (Hansen, 2004).
Research has shown that young adult consumers shop at second-hand channels for various reasons. For instance, college students shop at second-hand stores with certain expectations that they might be able to find unique or chic...