Thesis
BEYOND THE FIRST WEAR: UNDERSTANDING WHAT DRIVES CONSUMER ENGAGEMENT IN BRAND-OWNED RECOMMERCE PROGRAMS (BORPs)
Washington State University
Master of Science (MS), Washington State University
05/2025
DOI:
https://doi.org/10.7273/000007444
Abstract
The U.S. secondhand fashion industry is projected to grow three times faster than traditional fashion, pushing retailers to adapt or risk missing out on this rapid expansion. Brand-Owned Recommerce Platforms (BORPs), like Patagonia’s Worn Wear, expand brands into the secondhand market, fostering accountability for garment quality, boosting revenue, strengthening customer loyalty, and supporting sustainability. This study explores customer motivations to purchase from and trade in clothing to BORPs. While previous secondhand fashion research focuses on thrift stores or third-party platforms like Depop or Poshmark, this study explores consumer engagement with BORPs, addressing a key gap.
This research deploys a two-part approach to holistically investigate both purchase and trade-in intentions, utilizing foundational theories such as the Theory of Planned Behavior, Perceived Value Theory, and Social Exchange Theory. Data for both stages is collected through Prolific, an online research platform, using survey questionnaires. The data is analyzed using partial least squares structural equation modeling (PLS-SEM). Study One includes 399 participants and Study Two includes 400 participants.
The findings reveal that consumers consider price value, green value, quality, and platform credibility when deciding to purchase from BORPs. They also seek advice from others (e.g., friends, family, and society) to shape their purchasing attitudes and decisions. Regarding trade-in, consumers prioritize lenient policies, green values, and financial incentives. The findings demonstrate how BORPs can benefit customers, brands, and the environment, positioning sustainability as an advantage rather than a compromise. This research offers critical implications for the future of fashion, as brands continually face pressure to innovate and adopt circular practices.
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Details
- Title
- BEYOND THE FIRST WEAR
- Creators
- Jackson Parker
- Contributors
- Yini Chen (Chair)Ting Chi (Committee Member)Sivasankari Gopalakrishnan (Committee Member)
- Awarding Institution
- Washington State University
- Academic Unit
- Department of Apparel, Merchandising, Design and Textiles
- Theses and Dissertations
- Master of Science (MS), Washington State University
- Publisher
- Washington State University
- Number of pages
- 78
- Identifiers
- 99901220446501842
- Language
- English
- Resource Type
- Thesis