Preference for pre-loved clothing and stores that sell pre-loved clothing

Abstract

This study was conducted to help ascertain the purchase determinants of pre-loved clothing, and the desired features or characteristics of shops that selI pre-loved clothing. The purchase decision was modelled using the constructs of "motivation", and "cognition". Motivation refers to the "activation" of behaviour, and cognition to the "direction of behaviour". A survey of 150 consumers in the Sydney metropolitan area revealed that one-half of respondents are influenced by stimuli such as window displays to purchase clothing; consumer expectations of price of clothing influence consumer attitude towards pre-loved clothing, and "merchandise variety" and "quality" are two of the 19 features that determine clothing store patronage. Results should stimulate retailers to improve their marketing mix to better satisfy shoppers' needs.