Determinants of secondhand consumer choices on C2C online marketplace: Product-specific analysis in Japan

This study hypothesizes that the relative importance of factors influencing the acceptance of secondhand products varies by product type. This premise was explored through a Japanese consumer survey analyzing factors influencing both adoption and rejection as well as key acceptance criteria across thirty diverse product types. The results revealed nuanced attitudes toward secondhand items. Hygiene and cleanliness were paramount for items with direct skin contact, while privacy concerns dominated for tablets. Conversely, childhood-related items were often kept for sentimental value rather than being reused. Bulky furniture and small electronics were frequently stored or discarded due to the perceived inconvenience of reuse procedures. The study identified two consumer acceptance factors in online C2C markets: (1) the product condition and functional assurance and (2) product information and market appeal. Consumer decisions prioritized different factors depending on product type: hygiene-sensitive items required consideration of both factors, everyday wear showed less sensitivity, electronics emphasized product appeal, and life-stage products prioritized condition/usefulness. These diverse preferences highlight the importance of product-specific strategies, which can foster consumer trust and facilitate robust secondhand transactions. Ultimately, by building trust, streamlining transactions, and acknowledging diverse product needs, businesses and policymakers can promote reuse and drive widespread adoption of secondhand products towards a sustainable consumption system. • Product-specific reuse strategies can enhance secondhand markets and promote circularity. • Addressing hygiene and privacy concerns boosts secondhand trust. • Inconvenient processes lead to disposal of bulky/electronic items. • Secondhand CtoC acceptance hinges on product condition and market appeal. • Product-specific reuse strategies & collaboration drive sustainable consumption.