Motivations for Second‐Hand Goods Shopping: A Comparison of Charity Shoppers and Non‐Charity Shoppers

ABSTRACT The second‐hand marketplace involves the redistribution of existing goods and is a form of collaborative consumption. Despite its significance, research into consumer behaviour in the second‐hand shopping space is limited, particularly within specific settings. Charity/thrift stores are a significant redistribution network for second‐hand goods and have historically provided shoppers with a readily accessible avenue for purchasing second‐hand goods. These stores, however, now face growing competition from an ever‐increasing number of non‐charity sources. Little is known regarding motivations to shop in charity stores relative to shopping via non‐charity sources of second‐hand goods. This study, therefore, explores the motivations of second‐hand goods shoppers via an Australia‐wide survey using a sample of 543 respondents. Responding to calls from various scholars in the field, the research contributes by providing more granular insight into the current motivations of second‐hand goods shoppers by comparing the motivations of charity versus non‐charity shoppers. Within an Australian setting, the research confirms the applicability of the Guiot and Roux framework of motivations for shopping second‐hand goods. The work is also the first known comparison of motivations of charity shoppers versus non‐charity second‐hand goods shoppers. Overall, charity shoppers have stronger motivations for second‐hand shopping than non‐charity shoppers. The key motivations identified for both groups were bargains, quality and value (‘economic’ motivations). Critical motivations such as sustainability were less important in comparison to economic motivations. The new knowledge can assist charity managers to develop more targeted marketing programmes to better compete against increasing alternate second‐hand goods platforms.