The relationship between consumer experience and individual values in the Hungarian vintage clothing market: a Means-End approach
DOI:
https://doi.org/10.15170/MM.2025.59.01.01Keywords:
second hand clothing consumptiom, vintage, generation Z, means-end chain, observationAbstract
THE AIM OF THE PAPER
In recent years, there has been a positive shift in consumer behavior towards second-hand shopping, with a growing number of consumers accepting second-hand purchases as a desirable fashion choice. This research aims to explore which shopping experience elements and individual values influence the shopping experience in vintage second-hand stores among women under 25 in Budapest, and to identify the multi-level connections among these factors.
METHODOLOGY
To answer the research questions, we employed a two-phase qualitative research methodology. (1) An exploratory phase based on the Valence method (Burmester et al., 2010), during which we collected satisfaction metrics related to consumer experience using a mobile application data collection form during the actual visits of 8 observed subjects to second-hand stores. (2) Retrospective, semi-structured in-depth interviews with the subjects were conducted using the means-end approach (Gutman, 1982) and the laddering technique (Reynolds & Gutman, 1988) to reveal the individual consumer values underlying the shopping experiences.
MOST IMPORTANT RESULTS
The results confirm that vintage second-hand shopping is based on experiential enjoyment, which often leads to a perceived higher price level. The findings support previous studies on the value system of Generation Z, highlighting values such as pleasure, social recognition, and success. It was found that terminal values are predominantly behind the shopping experiences of young people, with individual-centered values being more emphasized than community values. Significant perceptual and value differences were identified between regular and potential customer segments, both in terms of the role of second-hand shopping in the community and their attitudes towards sustainability.
RECOMMENDATIONS
The research provides insights for Budapest vintage second-hand stores in terms of store design and marketing communication planning. Young people visit these stores for experiential enjoyment and self-expression hrough their clothing, but high prices hinder purchases, which could be mitigated through discounts and the organization of events. Stores can attract new customers by leveraging the experiential aspect of shopping, treasure hunting, and personal connections, and increase revenues through workshops.
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