Short answer
When designing marketing strategies for second-hand luxury goods, prioritize influencer selection based on credibility and audience connection, and frame campaigns to evoke positive emotions like pride and hope.
- Field
- Innovation & Markets
- Source
- Young Consumers Insight and Ideas for Responsible Marketers (2025)
- Method
- Mixed-methods research combining Partial Least Squares Structural Equation Modeling (PLS-SEM) and Fuzzy-Set Qualitative Comparative Analysis (fsQCA).
- Sample
- 409 participants
- Evidence
- Strong effect
The credibility, homophily, and popularity of social media influencers significantly influence young adults' emotional responses, such as pride and hope, which in turn stimulate their intention to purchase second-hand luxury goods. This innovation & markets research insight is drawn from a 2025 study published in Young Consumers Insight and Ideas for Responsible Marketers. Using Mixed-methods research combining partial least squares structural equation modeling (pls-sem) and fuzzy-set qualitative comparative analysis (fsqca). with 409 participants, researchers explored how this design variable affects real-world outcomes. The key design takeaway: When designing marketing strategies for second-hand luxury goods, prioritize influencer selection based on credibility and audience connection, and frame campaigns to evoke positive emotions like pride and hope.
Influencer Credibility Drives Second-Hand Luxury Purchase Intent
The credibility, homophily, and popularity of social media influencers significantly influence young adults' emotional responses, such as pride and hope, which in turn stimulate their intention to purchase second-hand luxury goods.
Young Consumers Insight and Ideas for Responsible Marketers · 2025
Key Findings
- 01Influencer-related attributes (credibility, homophily, popularity) significantly trigger consumer pride and hope.
- 02Consumer pride and hope stimulate purchase intention toward second-hand luxury products.
- 03Four specific configurations of influencer attributes boost purchase intention for second-hand luxury goods.
Application
Design takeaway
When designing marketing strategies for second-hand luxury goods, prioritize influencer selection based on credibility and audience connection, and frame campaigns to evoke positive emotions like pride and hope.
How to apply
For a design project involving the promotion of sustainable fashion, consider partnering with influencers who are known for their authenticity and have a strong, positive rapport with their followers. Develop campaign messaging that highlights the aspirational aspects and personal satisfaction derived from choosing pre-owned luxury items.
Project actions
- 01When choosing influencers for a project, think about whether they seem believable and if their followers trust them.
- 02Consider how your product or service can make people feel good about themselves and their choices, especially if it's a sustainable option.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Utilizes a robust mixed-methods approach (PLS-SEM and fsQCA) for comprehensive analysis.
- +Focuses on a relevant and growing market segment (second-hand luxury) and demographic (young adults).
Limitations
The study relies on self-reported data and a specific online platform (YouTube), which might not capture the full spectrum of consumer behavior or influencer impact across different social media channels.
Reliability & validity
The use of PLS-SEM and fsQCA suggests a strong methodological approach. Reliability could be enhanced by ensuring consistent measurement scales for influencer attributes and emotional responses. Validity is supported by triangulating findings from both quantitative and qualitative analyses.
Think critically
To what extent do the findings on emotional responses and purchase intention for second-hand luxury goods apply to other product categories, particularly those with a strong sustainability focus?
Design Principles
"Leverage influencer marketing to foster positive emotional connections that drive consumer interest in sustainable product categories."
This research highlights the potent role of social media influencers in shaping consumer behavior, particularly within the growing second-hand luxury market. Understanding these dynamics allows brands and marketers to develop more effective strategies for promoting sustainable consumption patterns.
What This Means for Your Design
Using social media influencers who seem trustworthy and relatable can make young people feel proud and hopeful, which makes them want to buy used luxury items.
How to use in your project
- 1.Reference this study when discussing the impact of influencer marketing on consumer behavior, particularly for sustainable or niche markets.
- 2.Use the findings to justify the selection of specific influencer types or marketing approaches in your design project proposal.
Add to My Project
Quick Cite
Paragraph starter
Research indicates that influencer marketing plays a crucial role in shaping consumer behavior within the second-hand luxury market. Specifically, attributes such as influencer credibility, homophily, and popularity have been shown to evoke positive emotional responses like pride and hope in young adults, thereby significantly increasing their intention to purchase pre-owned luxury goods. This suggests that strategic selection and engagement of influencers can be a powerful tool for promoting sustainable consumption practices.
Source
Young Consumers Insight and Ideas for Responsible Marketers
Fostering second-hand luxury purchases through social media influencers: insights from young adults in Taiwan
journal · 2025
View sourceQuestions About This Research
- What does the research say about influencer credibility drives second-hand luxury purchase intent?
- When designing marketing strategies for second-hand luxury goods, prioritize influencer selection based on credibility and audience connection, and frame campaigns to evoke positive emotions like pride and hope. Evidence: Young Consumers Insight and Ideas for Responsible Marketers (2025).
- Why does "Influencer Credibility Drives Second-Hand Luxury Purchase Intent" matter for design?
- This research highlights the potent role of social media influencers in shaping consumer behavior, particularly within the growing second-hand luxury market. Understanding these dynamics allows brands and marketers to develop more effective strategies for promoting sustainable consumption patterns.
- How can designers apply this research?
- When designing marketing strategies for second-hand luxury goods, prioritize influencer selection based on credibility and audience connection, and frame campaigns to evoke positive emotions like pride and hope.
- What were the main findings?
- Influencer-related attributes (credibility, homophily, popularity) significantly trigger consumer pride and hope.. Consumer pride and hope stimulate purchase intention toward second-hand luxury products.. Four specific configurations of influencer attributes boost purchase intention for second-hand luxury goods.
- What research method was used?
- Mixed-methods research combining Partial Least Squares Structural Equation Modeling (PLS-SEM) and Fuzzy-Set Qualitative Comparative Analysis (fsQCA). with 409 participants.
- How strong is the evidence?
- Evidence strength is rated Strong effect, based on a 2025 journal from Young Consumers Insight and Ideas for Responsible Marketers.
- What should I do differently in my next project?
- For a design project involving the promotion of sustainable fashion, consider partnering with influencers who are known for their authenticity and have a strong, positive rapport with their followers. Develop campaign messaging that highlights the aspirational aspects and personal satisfaction derived from choosing pre-owned luxury items.
- What are the limitations?
- The study focuses on young YouTube users in Taiwan, so findings may not be generalizable to other demographics or geographic regions. The research is based on self-reported purchase intentions, which may not always translate to actual purchasing behavior.