Towards Building Sustainable Consumption: A Study of Second-Hand Buying Intentions

As the natural resources of the Earth are rapidly depleting, there is an urgent need to encourage people to adopt self-restrictive behaviors, one of which is giving products a second life. The aim of this study is to examine the consumers' intention to buy used products and to visit a second-hand shop using the extended Theory of Planned Behavior (TPB). Additional variables were adopted to give a better insight into the nature of the personal norm. Two variables derived from the Norm Activation Model (NAM) were included in the research model: the awareness of consequences and the ascription of responsibility. In order to collect the data, an online survey was conducted in Poland on 333 participants. SEM was applied for data analysis. The research revealed that the following constructs are positively related to second-hand buying (SHB) intention: the attitude towards the positive impact of SHB on sustainable consumption, and the perceived behavioral control over SHB and the personal norm regarding SHB. Subjective norms regarding SHB are negatively related to SHB intention. An awareness of the consequences of SHB and the ascription of responsibility for the environmental issues are positively related to the personal norm regarding SHB. The intention to buy second-hand products (SHP) is positively related to the intention to visit a second-hand shop.