Understanding Gen Z consumers’ intentions to visit second-hand clothing shops and word-of-mouth intentions

Purpose The purpose of this study is to examine factors influencing Gen Z consumers’ intentions to visit second-hand clothing shops and word-of-mouth (WOM) intentions using both sufficiency and necessity logics. A model is developed drawing on the theory of consumption values. Design/methodology/approach Using a self-administered survey, data from 284 Gen Z respondents were collected to test the proposed relationships. The study uses partial least squares structural equation modelling (PLS-SEM), necessary condition analysis (NCA) and combined importance-performance map analysis (cIPMA). Findings The results show that emotional value, epistemic value and environmental value are should-have factors for visit intentions. Furthermore, emotional value, social value and environmental value are should-have factors for WOM intentions. Next, environmental value is the only must-have factor for visit intentions. Whereas emotional value and environmental value are the two must-have factors for WOM intentions. Originality/value This study integrates PLS-SEM, NCA and cIPMA to identify should-have and must-have factors driving Gen Z’s visit intentions and WOM intentions. The findings offer actionable insights for managers.