Short answer
Design and market second-hand offerings by acknowledging and catering to both the emotional desire for unique finds and the practical need for affordability and sustainability.
- Field
- Innovation & Markets
- Source
- International Journal of Costume and Fashion (2014)
- Method
- Qualitative Interview Study
- Sample
- 18 participants
- Evidence
- Moderate effect
Consumers engage in both purchasing and donating second-hand clothing due to a blend of pleasure-seeking (hedonic) and practical (utilitarian) reasons. This innovation & markets research insight is drawn from a 2014 study published in International Journal of Costume and Fashion. Using Qualitative interview study with 18 participants, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Design and market second-hand offerings by acknowledging and catering to both the emotional desire for unique finds and the practical need for affordability and sustainability.
Hedonic and Utilitarian Motivations Drive Second-Hand Clothing Transactions
Consumers engage in both purchasing and donating second-hand clothing due to a blend of pleasure-seeking (hedonic) and practical (utilitarian) reasons.
International Journal of Costume and Fashion · 2014
Key Findings
- 01Hedonic motivations (e.g., enjoyment, self-expression, novelty) influence both buying and donating second-hand clothes.
- 02Utilitarian motivations (e.g., cost savings, practicality, environmental consciousness) also play a significant role in both behaviors.
- 03The same individuals often exhibit both hedonic and utilitarian drivers for their engagement with second-hand clothing.
Application
Design takeaway
Design and market second-hand offerings by acknowledging and catering to both the emotional desire for unique finds and the practical need for affordability and sustainability.
How to apply
When designing for the second-hand market, consider how to create an enjoyable shopping experience (hedonic) while clearly communicating the practical benefits (utilitarian) like cost savings or environmental impact.
Project actions
- 01When researching consumer behavior, consider exploring both emotional and practical drivers.
- 02Use qualitative methods like interviews to uncover deeper motivations behind user choices.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Explores both purchasing and donation behaviors within the same study.
- +Utilizes a qualitative approach to gain in-depth insights into motivations.
Limitations
The sample size is small, and the study focuses on a specific type of second-hand store, so the results might not apply everywhere.
Reliability & validity
The qualitative nature of interviews provides rich data but may be subject to researcher interpretation. Triangulation of findings with other studies could enhance validity.
Think critically
How might the balance between hedonic and utilitarian motivations shift depending on the type of second-hand product or the specific retail environment?
Design Principles
"Integrate hedonic and utilitarian value propositions in product and service design to appeal to a broader consumer base."
Understanding these dual motivations is crucial for businesses and organizations operating within the second-hand market. It informs strategies for product sourcing, marketing, and customer engagement, allowing for more targeted and effective approaches.
What This Means for Your Design
People buy and give away used clothes for fun reasons (like finding cool stuff) and practical reasons (like saving money).
How to use in your project
- 1.This research can inform the justification for exploring specific user motivations in your design project, especially if it involves consumer goods or services with a secondary market.
Add to My Project
Quick Cite
Paragraph starter
This study highlights that consumer engagement with second-hand clothing is driven by a combination of hedonic (pleasure-seeking) and utilitarian (practical) motivations, suggesting that design and marketing efforts should address both aspects to effectively appeal to users.
Source
International Journal of Costume and Fashion
An Investigation of the Motivations of Second-hand Clothing Donation and Purchase
journal · 2014
View sourceQuestions About This Research
- What does the research say about hedonic and utilitarian motivations drive second-hand clothing transactions?
- Design and market second-hand offerings by acknowledging and catering to both the emotional desire for unique finds and the practical need for affordability and sustainability. Evidence: International Journal of Costume and Fashion (2014).
- Why does "Hedonic and Utilitarian Motivations Drive Second-Hand Clothing Transactions" matter for design?
- Understanding these dual motivations is crucial for businesses and organizations operating within the second-hand market. It informs strategies for product sourcing, marketing, and customer engagement, allowing for more targeted and effective approaches.
- How can designers apply this research?
- Design and market second-hand offerings by acknowledging and catering to both the emotional desire for unique finds and the practical need for affordability and sustainability.
- What were the main findings?
- Hedonic motivations (e.g., enjoyment, self-expression, novelty) influence both buying and donating second-hand clothes.. Utilitarian motivations (e.g., cost savings, practicality, environmental consciousness) also play a significant role in both behaviors.. The same individuals often exhibit both hedonic and utilitarian drivers for their engagement with second-hand clothing.
- What research method was used?
- Qualitative Interview Study with 18 participants.
- How strong is the evidence?
- Evidence strength is rated Moderate effect, based on a 2014 journal from International Journal of Costume and Fashion.
- What should I do differently in my next project?
- When designing for the second-hand market, consider how to create an enjoyable shopping experience (hedonic) while clearly communicating the practical benefits (utilitarian) like cost savings or environmental impact.
- What are the limitations?
- Findings are specific to the context of a charitable thrift store and may not generalize to all second-hand markets.