Apparel resale program: how US consumers respond to the new business model

Purpose This study aims to explore the impact of various factors on consumer responses to apparel resale programs in the USA, using the stimulus-organism-response model. It investigates how product quality (PQ), information quality (IQ), brand image (BI) and promotional efforts (PE) influence consumer behavior, and examines the moderating role of consumer environmental knowledge (CEK). Design/methodology/approach A survey was conducted among US consumers familiar with apparel resale programs. The research model integrated constructs like product satisfaction (PS), brand trust (BT), perceived utilitarian and hedonic values as responses to external stimuli and purchase intention, brand loyalty (BL) and word-of-mouth (WOM) as subsequent behaviors. Multiple regression analysis was used to test the hypothesized relationships. Findings The study reveals that PQ significantly influences consumer satisfaction and utilitarian value, but not BT or hedonic value, while IQ enhances consumer satisfaction, trust and perceived values. BI and PE improve all consumer responses, with CEK moderating these effects. Notably, consumer PS strongly drives purchase intentions but not BL; BT enhances loyalty and WOM without directly affecting purchase intentions. Both perceived utilitarian and hedonic values positively impact purchase intentions and BL, highlighting their importance in motivating consumer behaviors within apparel resale programs. Practical implications The findings can assist retailers and marketers in effectively designing and promoting apparel resale programs. Emphasizing high-quality products and trustworthy information can significantly enhance consumer trust and satisfaction. Moreover, understanding the role of environmental knowledge can help tailor marketing strategies to better meet consumer expectations and enhance engagement. Originality/value This study advances the literature on sustainable consumer behavior and circular fashion by identifying how distinct marketing stimuli – PQ, IQ, BI and PE shape consumer cognition, emotions and behavioral responses in apparel resale contexts, and by revealing the moderating role of environmental knowledge in these relationships.