The White-Shirt Experiment: Influences of Product-Source Knowledge and Attributes on Perceived Values of Secondhand Clothes

Abstract

Despite economic benefits, sustainability, and potential hedonic experience; stigma exists regarding the purchase and use of second-hand products. This study explored the influences of that stigma on consumer perceptions by determining differences in perceived monetary values based on product-source knowledge and product attributes. Three gently used white shirts with varying attributes were used in the experiment with a convenience sample of 105 active consumers. While it was inconclusive whether negative perceptions towards second-hand merchandise are predicated on product-source knowledge alone, our findings suggested certain attributes of clothes may neutralize its influence. Second-hand shirts of recognizable high-end brands and ones with unique designs were perceived as having greater value and consumers were willing to spend more on them than on similar but basic or generic items. Consumers from all economic backgrounds can become educated and responsible shoppers by portraying admirable style with secondhand clothes. Resale operators could take away applicable knowledge for value-pricing practice.