Promoting sustainable consumption with a focus on GenZ's purchasing intention of secondhand products on e-commerce

Abstract

Sustainable consumption on e-commerce platforms has gained attention in both academic research and businesses due to the swift growth of the e-commerce market. In this study, the authors evaluate the effects of different stimuli on the intention to buy secondhand goods on e-commerce platforms using regression analysis. An online survey approach was employed to gather data from secondhand consumers, with a valid sample of 228 people from Generation Z. The findings indicate positive relationships between different motivations and purchase intention, thereby helping businesses optimize their performance on e-commerce platforms.