Percorrer por autor "Kogler, Lina"
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- Circular luxury : exploring Gen Z’s purchase motivations, perceived barriers, and impact on purchase likelihood in Europe’s online second-hand luxury marketPublication . Kogler, Lina; Vosgerau, JoachimThis study examines the key drivers and perceived risks that influence Generation Z’s likelihood of purchasing second-hand luxury goods online in Europe. Given the rising prices of luxury goods and increasing digitalization, online second-hand platforms have become an appealing alternative. Drawing on the Theory of Planned Behavior, this study analyzes how four motivators (economic, environmental, fashion, and status-seeking) and six risk types (financial, performance, sales-source, physical, psychological, and social) affect purchase likelihood. Additionally, the moderating effects of perceived risks on the relationships between motivators and purchase likelihood are investigated. Primary data collected through an online survey was analyzed using exploratory factor analysis and partial least squares structural equation modeling. Findings show that economic and status-seeking motivations, availability, and gender (female) significantly increase purchase likelihood. None of the risk types had a significant direct effect, and none moderated the motivator-purchase likelihood relationships. By focusing on a European Gen Z audience and testing both motivational and risk-related factors in a single structural model, this study addresses a gap in the predominantly U.S.- and China-focused, qualitative literature on second-hand luxury consumption. It contributes a quantitative perspective to second-hand luxury research, with practical implications for resale platforms: emphasizing affordability, value-for-money, status appeal, and seamless digital experiences. The limited role of risk concerns suggests that trust-building measures, such as product authentication and seller transparency, can help reinforce consumer confidence but may not need to be the central focus of marketing efforts.