Consumer values and word-of-mouth: an empirical study of the second-hand fashion retail market

Purpose The popularity of the second-hand fashion retail market is booming, and economic projections indicate significant growth for the coming years. However, academic literature has not yet analysed consumer value systems, which are especially relevant for establishing long-term relationships. Therefore, this study aims to analyse the impact of second-hand fashion consumers’ value systems on word-of-mouth. Design/methodology/approach The PLS-SEM methodology is applied to a total of 382 valid surveys. The results show that all the values analysed directly or indirectly (the mediation of perceived quality) influence word-of-mouth. Findings All the values analysed have a direct or indirect relationship (mediated by perceived quality) with word-of-mouth regarding second-hand fashion retail market. Originality/value The originality of this research lies in extending consumer value theory to include word of mouth as well as in identifying the important mediating role of perceived quality.