Vestuário de segunda mão: o papel de motivações e inibidores no comportamento de compra e pós-compra.

Abstract

Sustainable fashion consumption, characterized by the valuing and promotion of sustainability, has grown in recent years, particularly regarding second-hand clothing. Although the literature addresses various factors driving individuals to continue purchasing second-hand clothing, the influence of motivations and inhibitors on purchase and repurchase intentions remains unclear. This dissertation set out to investigate the role of consumer motivations in perceived value, satisfaction, and repurchase of second-hand clothing, considering perceptions of risk and price. It was structured into three empirical studies, grounded in self-determination theory and utilizing partial least squares structural equation modeling (PLS-SEM). The first study demonstrated that economic, hedonic, and critical motivations positively influence perceived product value, whereas psychological risk negatively moderates the effects on purchase intentions. The second study found that price perception has a negative effect on the relationship between economic motivation and perceived value. Furthermore, it was established that perceived product value is positively related to purchase satisfaction. The third study involved a multi-group analysis comparing the post-purchase behavior of Brazilian and French consumers. It was observed that hedonic, economic, and critical motivations positively influenced satisfaction with second-hand clothing purchases, with critical motivation exerting the strongest effect among French consumers. For Brazilian consumers, only hedonic and economic motivations had a positive effect on satisfaction. The findings suggest that, while Brazilians are motivated to buy second-hand clothing primarily for economic reasons, French consumers are more inclined to purchase this product category for non-consumerist reasons. Additionally, purchase satisfaction positively influences the intention to repurchase second-hand clothing among both Brazilian and French consumers. This study offers theoretical and practical contributions and implications by providing evidence that helps to understand the extent to which and boundary conditions in which consumer motivations influence purchasing and post-purchase behavior.