6. CONCLUDING REMARKS OF THIS STUDY
6.7 F URTHER RESEARCH
This study has presented an overall view of 82 Swedish consumers attitudes towards purchasing second-hand clothing online. However, since the studied sample was only 82 people, conclusions cannot be made for the whole Swedish population. In further research it would be interesting to see more Swedish consumer’s attitudes towards second-hand clothing online and if consumers with a favorable attitude have any characteristics in common.
By conducting a larger survey more external variables could be used in further studies.
It would be interesting to see how demographics and personality as well as fashion involvement affects the purchasing intention of second-hand clothing online. By using more than one external variable the TRA model becomes better at predicting purchasing intentions and the study becomes more reliable.
Further research into consumer knowledge about second-hand clothing online could help identify why consumers hold the attitudes they do. This could also help understand why behavioural intention was indifferent to the purchasing of second-hand clothing online.
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Since second-hand shopping online is a relatively new phenomenon it would also be interesting to see if the results for the TRA model components would be different if consumer attitude and behavioural intentions were to be tested at a time when second-hand clothing online has grown even more in popularity. The reason this study found an indifferent interest of purchasing second-hand clothing online could be because of consumers’ lack of knowledge regarding second-hand clothing online.
47
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Internet
http://about.hm.com/en/About/sustainability.html [2014-05-05, 16.26]
https://marketplace.asos.com/boutique/nordic-poetry?tab=all [2014-05-18, 18.28]
http://www.beyondretro.com/sv/help/aboutus [2014-04-04, 16.38]
http://www.etsy.com/se-en/browse/vintage-category/clothing?ref=br_nav_new_2 [2014-05-20, 18.25]
http://www.filippa-k.com/company/our-responsibility/our-engagements [2014-05-05, 16.29]
http://www.ginatricot.com/no/no/csr/what [2014-05-05, 16.22]
http://scb.se/sv_/Hitta-statistik/Statistik-efter-amne/Befolkning/Befolkningens-sammansattning/Befolkningsstatistik/25788/25795/ [2014-08-20, 15.38] excel file link: “Sveriges folkmängd (i ettårsklasser) 1860-2013” [2014-08-20]; excel file name:
“Be0101Folkmängd1860-2013”
51
I have lived in Sweden for the most part of my life
● yes
● no
I would like to purchase second-hand clothing online
● very unlikely
● relatively unlikely
● neither or both
● relatively likely
● very likely
I would be proud to own second-hand clothing I purchased online
● very unlikely
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purchase more clothing for less/the same budget
● very unlikely change and renew my closet more easily
● very unlikely
● somewhat unlikely
● neither or both
● somewhat likely
● very likely
I purchase/would purchase second-hand clothing only if the clothing was in near perfect condition
I purchase/would purchase second-hand clothing if the clothing has
'light' 'wear and tear'
53
I purchase/would purchase second-hand clothing if the clothing has 'medium/heavy' 'wear and tear'
I purchase/would purchase second-hand clothing to purchase special/unique clothing I would not see in retail stores
● very unlikely
● somewhat unlikely
● neither or both
● somewhat likely
● very likely
I purchase/would purchase second-hand clothing to purchase clothing not everyone will have
I purchase/would purchase second-hand clothing to have pleasure in discovering unique clothing
I purchase/would purchase second-hand clothing to give unwanted
clothing another life
54
I purchase/would purchase second-hand clothing to reuse clothing that is still usable (that would otherwise go to waste)
● very unlikely
● somewhat unlikely
● neither or both
● somewhat likely
● very likely
I purchase/would purchase second-hand clothing to fight against waste in a small way
I purchase/would purchase second-hand clothing to reduce the amount of ‘brand new’ clothing I am purchasing, which I feel is bad for the
I purchase/would purchase second-hand clothing to reduce environmental pollution (water and air pollution etc.)
● very unlikely
● somewhat unlikely
● neither or both
● somewhat likely
● very likely
I purchase/would purchase second-hand clothing online rather than in
store to create a faster experience
55
I purchase/would purchase second-hand clothing online rather than in store to have more time pursuing other activities
● very unlikely
● somewhat unlikely
● neither or both
● somewhat likely
● very likely
I purchase/would purchase second-hand clothing online rather than in store to have more time browsing for second-hand clothing online
● very unlikely access to second-hand clothing I would not otherwise have access to
● very unlikely
● somewhat unlikely
● neither or both
● somewhat likely
● very likely
56
I purchase/would purchase second-hand clothing from a website only if it was (in my eyes) highly descriptive of their clothing
● very unlikely
● somewhat unlikely
● neither or both
● somewhat likely
● very likely
I purchase/would purchase second-hand clothing from a website only if I trust it (in terms of the description of the garments, photos of the garments, terms of conditions being clear etc.)
● very unlikely
How important are price considerations when purchasing/if you would purchase second-hand clothing online?
How important are quality considerations when purchasing/if you would purchase second-hand clothing online?
● very unimportant
● relatively unimportant
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● neither or both
● relatively important
● very important
How important are originality considerations when purchasing/if you would purchase second-hand clothing online?
How important is recycling when purchasing/if you would purchase second-hand clothing online?
How important is saving time when purchasing/if you would purchase second-hand clothing online?
How important is convenience when purchasing/if you would purchase
second-hand clothing online?
58
How important is the availability of information when purchasing/if you would purchase second-hand clothing online?
Influence of others opinions when purchasing second-hand clothing online
In this section please tick how you best feel about this statement
Family members' opinions of purchasing second-hand clothing online influences my decision to purchase second-hand clothing via the Internet clothing online influences my decision to purchase second-hand clothing via the Internet
The media’s opinion of purchasing second-hand clothing online
influences my decision to purchase second-hand clothing via the
Internet
59
My social status’ opinion of purchasing second-hand clothing online influences my decision to purchase second-hand clothing via the Internet
Importance of others opinions when purchasing second-hand clothing online
In this section please tick how important others' opinions are to you when purchasing second-hand clothing online
When purchasing second-hand clothing online, how important are opinions from family?
When purchasing second-hand clothing online, how important are opinions from most friends and acquaintances?
When purchasing second-hand clothing online, how important are
opinions from the media?
60
When purchasing second-hand clothing online, how important are opinions from your social status?
In general, would you say you buy clothing fashions
● earlier in the season than most?
● about the same time as most?
● later in the season than most?
How much information about new clothing fashions do you give to your friends?
● very little
● average amount
● a great deal
With regards to your interests in clothing fashions, would you say you are