Generation Z’s Shopping Behavior in Second-Hand Brick-and-Mortar Stores: Emotions, Gender Dynamics, and Environmental Awareness

This study investigates the shopping behavior of Generation Z towards second-hand clothing in Slovakia, focusing on in-store experiences and their relationship with emotions, gender, and environmental awareness. Data were collected from 340 respondents through an online survey conducted between November 2024 and January 2025. The results indicate that feelings such as authenticity, fun, and interest in finding fashionable items are significantly associated with gender. Across all five dimensions, women perceive second-hand clothing shopping more positively than men. The biggest difference between the sexes is that women find this shopping more fun, enjoyable, and authentic. Men tend to be slightly more skeptical in their evaluation, with the lowest average score (2.65) on the question of whether shopping is "fun". The study also reveals a strong correlation between the shopping experience and consumer attitudes. Individuals with prior experience in buying second-hand clothing exhibit greater environmental awareness, a stronger emotional connection with clothing, and a higher likelihood of participating in clothing swap events. Conversely, those without experience often harbor prejudices related to hygiene and perceive second-hand shopping as time-consuming and inconvenient. These findings highlight the importance of in-store experiences and the role of emotions in shaping consumer behavior towards second-hand clothing. The results have implications for retailers and policymakers seeking to promote sustainable consumption practices and enhance the appeal of the second-hand clothing market.