Second-hand products in the luxury market: motivations, impact on consumption patterns and the main role of the socially responsible self-image

The circular economy is now a fully-fledged strategy in a sustainable, eco-responsible approach. In the luxury market, more and more second-hand luxury products are being sold through third-party platforms and/or directly by luxury brands. While previous studies have highlighted the main motivations for buying second-hand luxury goods, little is known about the impact of these second-hand offers on consumption patterns and attitudes toward brands. Based on four studies, this research shows firstly that second-hand luxury goods generate a higher purchase intention than regular new luxury goods, but a lower purchase intention than the luxury products on sale. Secondly, our results show that socially responsible self-image mediates the impact of circularity on behavioral intentions and brand attitudes. More importantly, that mediating effect of socially responsible becomes stronger when consumers buy from the brand’s distribution channel. It appears that when the price level is low, this mediation of socially responsible self-image tends to encourage consumerist behaviours which may call into question the virtue of circularity. Finally, the second-hand luxury products offer generates more admiration for the brand than the new products offer. We conclude the research by highlighting the literature and managerial contributions.

Keywords : luxury brand, second-hand, social responsible image, distribution channel

Jury de thèse sous la direction de Géraldine MICHEL et Valérie ZEITOUN : Aurélie HEMONNET,Maud HERBERT, Michel PHAN et Benjamin VOYER