Abstract:
Recent years have witnessed exponential growth in the luxury second-hand sector. This paper aims to investigate the dynamics of consumer behavior in the luxury second-hand market, with particular emphasis on the behavioral patterns and preferences of different generations. The main objectives of the research revolve around analyzing the factors involved in the choice of consumption or non-consumption; the role of brand perception, price, condition, and product history and authenticity in influencing purchase decisions; understanding the impact of generational differences on consumer behavior and preferences, with special emphasis on Generation X and Generation Z; and exploring the potential implications of any preconceptions attached about this world.
The study, after analyzing the state of the art through a literature review, employs a mixed-method approach that combines qualitative and quantitative research methodologies to obtain a more complete picture of consumer behavior. First, purchasing habits and socio-demographic factors influencing consumer decisions are proposed to be identified through a survey, then consumer motivations and attitudes are explored. The data obtained will be reviewed through the development of a statistical model that can define consumer preferences.
