The Acceptance of Second-hand Products as a Gift
(A2025-125874)

AUTHORS

Martina Schöniger, Otto-von-Guericke-University Magdeburg; Susanne Adler, Ludwig-Maximilians-University Munich; Juliane Weidenhagen, University of Technology Chemnitz; Martin Ulber, University of Technology Chemnitz; Marlen Arnold, University of Technology Chemnitz

ABSTRACT

Despite the trend toward sustainable consumption and the increasing popularity of second-hand purchasing, consumers are often hesitant to give second-hand products as gifts. In four studies, we examine the antecedents and circumstances that affect consumers’ willingness to gift second-hand products. Specifically, we outline a social norm that promotes gifting new products and we identify that the reluctance to gift second-hand products is driven by the giver’s fear of offending the receiver with a second-hand gift. Receivers are however more open to second-hand gifts than givers would assume. While highlighting the second-hand gifts' environmental and financial benefit does not increase consumers’ willingness to gift second-hand products, givers are more likely to gift second-hand items when the receiver could remain unaware that the gift is second-hand, if the receiver is known to buy second-hand products for himself/herself, or if the gift is not occasion-based.