The influence of lifestyle and consumption values on the second-hand clothing buying behaviour of consumers in South Africa

Abstract

The overall aim of this study was to explore and describe the influence of lifestyle orientations and consumption values on second-hand clothing buying in South Africa. Specific focus was placed on offline buying settings such as second-hand stores/ thrift markets, as they seem to be popular second-hand buying options. Special attention was paid to lifestyle orientations, namely Principle orientations (i.e., Thinkers and Believers), Status orientations (i.e., Innovators, Achievers, Strivers and Survivors), and Action orientations (i.e., Experiencers and Makers), as well as consumption values, namely Emotional value, Social value, Epistemic value, Environmental value, and Functional value and its influence on consumers’ second-hand clothing buying behaviour.

This study employed a quantitative research approach with a cross-sectional survey design for exploratory and descriptive purposes. Furthermore, respondents were recruited using non-probability, convenience and snowball sampling techniques. An online, self-administered questionnaire was developed on Qualtrics from existing scales that were adopted and adapted for the purpose of this study. Ultimately, the completion rate totalled 524.

Exploratory and confirmatory (first and second-order) factor analyses (EFAs and CFAs) were performed to isolate the relevant constructs and confirm the factorial validity of the model. After performing multiple EFAs and first-order CFAs, 11 factors were extracted and labelled as follows: Makers, Believers, Strivers, Innovators2.0, Experiencers, Environmental value, Social value, second-hand buying, Functional value, Emotional value and Achievers. Thereafter, two second-order CFAs were performed to further improve the model fit and ensure only the most significant constructs remain. The second-order CFA was necessary to determine whether the first-order constructs are indeed true reflections of the higher-order constructs (i.e., lifestyle and consumption values). The initial second-order CFA achieved a sufficient model fit; however, in order to achieve an excellent model fit, some constructs had to be discarded. The final second-order CFA was performed, and in terms of the lifestyle segments, Innovators, Experiencers and Achievers all presented sufficient factor loadings. Additionally, in terms of the consumption values, Environmental value, Emotional value and Social value all presented sufficient factor loadings. Structural Equation Modelling (SEM) was also performed to determine whether lifestyle segments, comprising Innovators, Experiencers and Achievers, influence consumption values (i.e., Environmental, Emotional and Social values) and subsequently, whether these consumption values (together with the influence of lifestyle segments) influence second-hand clothing buying behaviours.

It should be noted that the intention of this study was not to generalise the findings but rather to discover whether any lifestyle orientations and/or consumption values influence consumers’ second-hand clothing buying behaviour in offline buying settings. Findings suggested that less than half of the respondents buy second-hand clothing or are partial to it, whereas more than half of the respondents indicated that they do not buy or are not partial to buying second-hand clothing. Furthermore, the distribution of the most popular buying settings among second-hand buyers was more or less equally divided among second-hand stores, thrift markets and online second-hand stores, with offline settings accounting for two-thirds. Based on the extensive analyses that were conducted for this study, consumers who buy second-hand clothing in offline buying settings are predominantly Innovators, Experiencers and Achievers who derive Emotional value and, to some extent, Environmental and Social value from purchasing and consuming second-hand clothing in the South African context. These consumers are more likely to be aspirational and seek new things that make them look and feel good. They most likely also enjoy events such as thrift markets where they can connect with like-minded people and experience a certain lifestyle. They make decisions based on emotion and derive value from products that are less harmful to the environment.

In conclusion, the theoretical contribution of this study is thus of significance as this study combines lifestyle orientation and consumption value research to ultimately establish which and why specific consumer lifestyle segments purchase second-hand clothing at offline buying settings within the South African context. In addition, this study provides second-hand store/ thrift market owners and marketers with information on the three most significant lifestyle segments (i.e. Innovators2.0, Achievers and Experiencers) that already participate in the buying of second-hand clothing together with what consumption values they derive from buying it. Therefore, by using the results from this study, they can better understand why these consumers' lifestyle segments buy second-hand clothing and ultimately make sure that they market it in a way to retain loyal customers. In addition, results from this study provide them with information on the other lifestyle segments that do not yet buy second-hand clothing. With this information, second-hand store/ thrift market owners and marketers could determine why these consumer lifestyle segments do not buy second-hand clothing and potentially persuade and target them to ultimately broaden their target market.