Second-hand Luxury for Generations Y and Z: Embracing Responsible Consumption or Hunting for Luxury Brand Treasures? An Analysis from France Using the Theory of Planned Behavior

This book chapter focuses on the responsible consumption behavior of young individuals from Generations Y and Z and on the commitment of luxury companies to the sustainability of their products. The objective of this research is to understand the gap between the intention to engage in the responsible consumption of second-hand luxury goods and the actual act of purchasing them. We use the theory of planned behavior to analyze the factors that explain the intentions of younger generations to acquire such goods. The results of our quantitative study indicate that: (1) attitude to second-hand luxury goods, subjective norms and perceived behavioral control have a significant influence on the intention to purchase; (2) the perception of quality associated with second-hand luxury goods has the strongest impact on attitude to them; and (3) the consumption of second-hand luxury goods does not represent a form of pro-environmental behavior within the age group studied. However, purchasing second-hand luxury goods is associated with acquiring high quality, timeless products and the desire to access a luxury brand. This is further influenced by a feeling of treasure hunting.