Consumer Attitudes toward Different Types of Second-Hand Household Products

Sammanfattning

This study examines the effect of product properties on the attitude of the consumers towards second-hand household products in the context of sustainable consumption. The research is conducted in the city of Gothenburg, Sweden, and focuses on the consumer attitudes, motivations and barriers towards second-hand goods, based on the Consumer Attitude–Motivation–Barrier (AMB) model. Primary data was gathered using an exploratory, qualitative approach consisting of semi-structured interviews with 20 respondents with experience of second-hand household products. Based on the thematic analysis, five major themes emerged: there were consumer motivations, product characteristics influencing the product, perceived benefits, perceived risks, and overall comfort with second-hand consumption. The analysis reveals that consumers are more willing to buy second-hand products due to financial savings and the consideration of environmental issues and a desire for unique or vintage products. There is, however, a significant variation in attitudes by product type. Furniture and electronics are considered acceptable, while items that come into close contact with the body like mattresses, clothes, pillows and towels are seen as a hygiene and contamination issue. Other factors such as product condition, cleanliness, prior use and cultural and personal values also influence consumer trust and buying behaviors. The study draws the conclusion that second-hand markets could be used to support sustainable consumption, but that the information provided by retailers on product transparency, cleaning guarantees, product information and warranties should be enhanced to minimize the perceived risks and increase consumer confidence.