Is collaborative consumption a remedy for sustainability? A cross-cultural investigation on branded second-hand online shopping

Purpose The rise of the Internet has facilitated the emergence of sustainable consumption, enabling consumers to easily purchase second-hand products through online platforms. Research on branded second-hand online shopping is limited, and as a cross-cultural study, this research investigates the circumstances under which customers buy branded second-hand products in an online environment via websites and apps. Design/methodology/approach Fuzzy TOPSIS was applied to a set of factors by seven marketing professors to rank the most crucial variables associated with branded second-hand online shopping behavior (Study 1). Moreover, to explore customers’ perspectives on the extracted factors, this study employed a survey approach with a sample of 261 Malaysian participants (Study 2) and 317 French participants (Study 3) who had experience with branded second-hand online shopping. Covariance-based structural equation modeling was utilized to assess the measurement, structural, and rival models. Findings The results of Study 1 identified the need for uniqueness, price, brand involvement, brand nostalgia, and eco-consciousness as the primary variables influencing branded second-hand online shopping behavior. The findings from Study 2 and Study 3 indicate that price, eco-consciousness, and brand involvement are the key factors contributing to branded second-hand online shopping behavior in both Malaysian and French samples. Research limitations/implications The findings also suggest that the need for uniqueness and brand nostalgia is not relevant to branded second-hand online shopping in either cultural setting. Multi-group analysis reveals no significant differences across gender groups in both samples. The low price of branded second-hand products is more important for Malaysian online shoppers than their French counterparts. Interestingly, the choice of platform (apps vs. websites) indicates that French app users are more committed to brands, while French website users are more eco-conscious. Originality/value Research on branded second-hand online shopping is scarce, and as a cross-cultural study, this research showed under what circumstances customers purchase branded second-hand products in online environments through websites and apps.