New or Second-Hand Clothing? How Materialism Shapes the Emotional and Identity Perceived Benefits of Fashion Choices
(A2025-126163)

AUTHORS

Olaya Moldes, Cardiff University; Nicole Koenig-Lewis, Cardiff University; Carmela Bosangit, Cardiff University

ABSTRACT

This research investigates the relationships between materialism, identity construction (self-esteem and distinctiveness), positive emotions, and purchase behaviour in the context of brand-new and second-hand clothing consumption. Across two studies, we explore how materialistic values influence consumers' emotional and identity-driven satisfaction from purchases, using retrospective evaluations in Study 1 (N = 600) and forward-looking expectations in Study 2 (N = 399). The findings reveal that materialism is associated with higher positive emotions, self-esteem, and distinctiveness for both purchase types, with self-esteem and distinctiveness fully mediating the materialism-positive emotion link. However, significant differences emerge between brand-new and second-hand purchases, as materialism showed a stronger influence on self-esteem and distinctiveness in brand-new clothing. These findings reflect that materialistic values play a significant role in clothing evaluations.