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Journals / Pazarlama ve Pazarlama Araştırmaları Dergisi / 2025 / Cilt: 18 Sayı: 3

GENERATION Z CONSUMERS’ INTENTION TO PURCHASE SECOND-HAND CLOTHING PRODUCTS: THE EFFECT OF MOTIVATIONAL AND INHIBITORY FACTORS

Z KUŞAĞI TÜKETİCİLERİN İKİNCİ EL GİYİM ÜRÜNÜ SATIN ALMA NİYETİ: MOTİVASYONEL VE ENGELLEYİCİ FAKTÖRLERİN ETKİSİ

Bekir Özkan(BURSA TEKNİK ÜNİVERSİTESİ)0000-0001-5802-3473
Pages
798–827
Publication Date
2025-09-29
DOI
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

In addition, the analysis results show that gender differences become evident in some variables.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:This study aims to examine the motivational and inhibitory factors that shape the purchase intention of Generation Z individuals towards second-hand clothing products.
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Key Findings & Data:In the theoretical model developed within the scope of the research; sustainability, price perception, uniqueness and nostalgia were considered as motivational factors; hygiene concern, embarrassment and performance risk were considered as inhibitory factors.
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Conclusion & Impact:In addition, the analysis results show that gender differences become evident in some variables.
🔬Design:Survey & Empirical Study
📍Scope:Comprehensive Sample
⚙️Variables:İkinci El Giyim · Satın Alma Niyeti · Z kuşağı

Abstract

This study aims to examine the motivational and inhibitory factors that shape the purchase intention of Generation Z individuals towards second-hand clothing products. In the theoretical model developed within the scope of the research; sustainability, price perception, uniqueness and nostalgia were considered as motivational factors; hygiene concern, embarrassment and performance risk were considered as inhibitory factors. Within the scope of the research, 340 data were collected from Generation Z individuals living in Turkey via an online survey and the obtained data were analyzed using structural equation modeling (SEM). The findings show that while the motivational factors sustainability, price advantage and nostalgia variables have positive and significant effects on purchase intention, the inhibitory factor embarrassment variable can weaken this relationship. In addition, the analysis results show that gender differences become evident in some variables. In particular, the effects of sustainability, price perception and embarrassment variables on purchase intention were statistically significant and higher in female participants. In males, the nostalgia variable stood out as a stronger motivational element.

Özet

Bu çalışma, Z kuşağı bireylerin ikinci el giyim ürünlerine yönelik satın alma niyetini şekillendiren motivasyonel ve engelleyici faktörleri incelemeyi amaçlamaktadır. Araştırma kapsamında geliştirilen kuramsal modelde; sürdürülebilirlik, fiyat algısı, benzersizlik ve nostalji motivasyonel faktörler olarak; hijyen kaygısı, utanma ve performans riski ise engelleyici faktörler olarak ele alınmıştır. Araştırma kapsamında, Türkiye’de yaşayan Z kuşağı bireylerden çevrimiçi anket yoluyla 340 veri toplanmış ve elde edilen veriler yapısal eşitlik modellemesi (SEM) ile analiz edilmiştir. Bulgular, motivasyonel faktörlerden sürdürülebilirlik, fiyat avantajı ve nostalji değişkenlerinin satın alma niyeti üzerinde pozitif ve anlamlı etkileri olduğunu ortaya koyarken; engelleyici faktörlerden utanma değişkeninin bu ilişkiyi zayıflatabildiğini göstermektedir. Ayrıca analiz sonuçları, cinsiyet farklılıklarının bazı değişkenlerde belirginleştiğini göstermektedir. Özellikle sürdürülebilirlik, fiyat algısı ve utanma değişkenlerinin satın alma niyeti üzerindeki etkisi kadın katılımcılarda istatistiksel olarak anlamlı ve daha yüksek düzeyde gerçekleşmiştir. Erkeklerde ise nostalji değişkeni daha güçlü bir motivasyon unsuru olarak öne çıkmıştır.

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Cite This Article

Özkan, B., *, B. Ö. (2025). GENERATION Z CONSUMERS’ INTENTION TO PURCHASE SECOND-HAND CLOTHING PRODUCTS: THE EFFECT OF MOTIVATIONAL AND INHIBITORY FACTORS. Pazarlama ve Pazarlama Araştırmaları Dergisi, Cilt: 18 Sayı: 3, 798–827. https://ajindex.com/articles/1301043

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