Effects of perceived risk on consumers’ intentions to purchase second-hand clothing: a comparison across four generations

Purpose This study aims to examine the factors influencing consumers intentions to purchase second-hand clothing, focusing on aesthetic risk, financial risk, functional risk, psychological risk and sanitary risk across four generations: Generation Z (Gen Z), Generation Y (Gen Y), Generation X (Gen X) and Baby Boomers. Design/methodology/approach A survey method was employed to test the proposed hypotheses. Data were collected from a total of 555 participants across four generational groups (Gen Z = 93, Gen Y = 163, Gen X = 168 and Baby Boomers = 131) in the United States through Prolific. Findings The results indicate that aesthetic risk and psychological risk are significant factors influencing purchase intentions among Gen Z. For Gen Y, only psychological risk has a significant negative influence on purchase intentions. For Gen X, functional risk, psychological risk and sanitary risk are significant factors influencing purchase intentions. Finally, for Baby Boomers, functional risk and psychological risk are significant factors affecting purchase intentions. Originality/value This study is the first to compare how different risk factors affect consumers’ intentions to purchase second-hand clothing across four distinct generations. The findings provide valuable insights for practitioners to develop targeted marketing strategies tailored to each generation, encouraging them to purchase second-hand clothing.