Ethical Consumption and Self-authenticity in a Second-hand Luxury Fashion Industry Online Platform: A Conceptual Model of Interpretation

In the ethical consumption literature, the process of buying and selling luxury second-hand products on the online peer-to-peer platforms has recently captured the attention of scholars. The main motivations include empowering a financial transaction, the need to boost individual sustainable responsibility, and to be more authentic. In this research, we aim to better understand the consumer-seller “dual role”. We focus on the individual authentication process, which reveals the current “true-self” combining ethics with authenticity. In this study, we develop a conceptual model that is based on four constituent elements: integration, convergence, consolidation, and enhancing, through which consumption and ethical business converge in a perspective that is based on authenticity.