Can circular fashion impact brand loyalty? An exploratory research on the pre- and post-purchase behaviour of second-hand fashion consumption in the digital channel

• Autor(a) principal: Almirante, Catarina Margarida da Silva
• Data de Publicação: 2022
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10362/157136
• topic: Second-hand fashion; Digital; Brand loyalty; Consumer behaviour; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

This paper examines the impact of a satisfactory second-hand purchasing experience on the loyalty levels towards the brands purchased. A deep dive into the pre- and post-purchase behaviour of second-hand fashion consumption via second-hand online marketplaces was conducted by a qualitative and quantitative research on second-hand consumers, particularly the Generation Z. The findings from this paper uncover that a positive experience shopping second-hand fashion online influences brand loyalty, especially for brands for which consumers are trying for the first-time second-hand. This loyalty is mainly impacted by an increased confidence towards the quality of the pieces purchased that leads to an enhanced brand image.