Description of Invention
With the growing demand for sustainable and affordable luxury, second-hand fashion has emerged as a significant market segment. However, limited research has examined the motivations and barriers affecting Generation Z’s purchasing behaviour. The primary objective of this research is to identify key factors that shape Generation Z’s intention to purchase second-hand luxury fashion. A quantitative research method was employed, involving an online survey distributed to Generation Z participants. The findings and data analysis will be conducted based on the 200 valid respondents. The findings of this study will provide an insight to second-hand luxury consumers, second-hand luxury retailers.