Fair price, treasure hunting, i.e., the thrill of finding something rare or valuable, as well as ethical and ecological reasons motivate consumers’ intentions to buy second-hand gifts, a recent study from the University of Eastern Finland finds. Administered to users of one of Finland’s most popular consumer-to-consumer online marketplaces, Tori.fi, the survey also shows that an intention to buy a second-hand gift often leads to an actual purchase decision.
“Our findings indicate that buying second-hand gifts is a well-thought-through decision rather than an impulsive one. It involves the same motive – intention – behaviour chain as when buying a new product,” Assistant Professor Heli Hallikainen of the University of Eastern Finland says.
The study suggests that purchase intentions most often translated into purchase decisions for items that required less inspection, such as books. In contrast, consumers tended to deliberate more when buying second-hand furniture or clothing.
“Consumer-to-consumer buying and selling is growing in popularity. This leads to an increasingly diverse selection of products available, with advanced C2C platforms making it easy to find items one is looking for,” notes Maria Ovaska, MSc (Economics and Business Administration), a co-author of the study.
“Earlier, practical challenges could hinder purchase intentions. Now buying is much smoother and I believe the role of intention as a predictor of purchase behaviour will strengthen further,” Ovaska adds.
According to the researchers, buying second-hand goods and gifts is becoming increasingly common and socially accepted.
“As services evolve and consumer attitudes shift, the role of second-hand products in the gift market is likely to grow even stronger,” Ovaska notes.
Published in European Journal of Marketing, the study explored what motivates consumers to buy second-hand gifts, and how intentions translate into purchase decisions. The study also examined how consumers’ green values influence the association between intentions and decisions. Two surveys were conducted before and after Christmas to investigate consumer motives, intentions and purchase decisions.
Consumers’ green values drive faster purchase decisions
Christmas is a major gift-giving season in many parts of the world. For example, Americans spend hundreds of billions of dollars annually on Christmas gifts. The environmental burden of gift-giving is significant, and second-hand gifts can help reduce it. The study found that consumers’ green values not only strengthened but also sped up their decision to buy a second-hand gift.
“Our findings encourage consumers to reflect on their consumption habits and consider whether a second-hand gift could replace a new product. Retailers should also think about how innovative business models could promote sales of second-hand items, especially during peak gift seasons. For instance, targeted gift catalogues for different customer groups could help boost second-hand gift sales,” Hallikainen suggests.
Research article:
Heli Hallikainen, Maria Ovaska, Tommi Laukkanen. What motivates second-hand gift-giving? European Journal of Marketing (2025) 59 (13): 488–513. https://doi.org/10.1108/EJM-06-2024-0481
