Summary: New research shows that buying second-hand gifts is typically a thoughtful, intentional decision rather than an impulsive one. Consumers are motivated by fair prices, the thrill of finding rare items, and the desire to shop sustainably. Survey results from a major online marketplace reveal that intentions often translate directly into purchases—especially for items that are easy to evaluate, such as books.
Items requiring more scrutiny, like furniture or clothing, tend to prompt more deliberation. The study also finds that people with stronger environmental values both strengthen and speed up their decision to choose second-hand gifts, indicating a growing shift toward more sustainable gift-giving habits.
KEY FACTS
- Motivation Mix: Fair prices, novelty, ethics, and sustainability drive second-hand gift choices.
- Intention Predicts Behavior: Clear purchase intentions often result in actual buying, especially for low-inspection items.
- Green Values Matter: Stronger ecological values speed up and reinforce the decision to choose used gifts.
Source: University of Eastern Finland
Fair price, treasure hunting, i.e., the thrill of finding something rare or valuable, as well as ethical and ecological reasons motivate consumers’ intentions to buy second-hand gifts, a recent study from the University of Eastern Finland finds.
Administered to users of one of Finland’s most popular consumer-to-consumer online marketplaces, Tori.fi, the survey also shows that an intention to buy a second-hand gift often leads to an actual purchase decision.
“Our findings indicate that buying second-hand gifts is a well-thought-through decision rather than an impulsive one. It involves the same motive – intention – behaviour chain as when buying a new product,” Assistant Professor Heli Hallikainen of the University of Eastern Finland says.
The study suggests that purchase intentions most often translated into purchase decisions for items that required less inspection, such as books. In contrast, consumers tended to deliberate more when buying second-hand furniture or clothing.
“Consumer-to-consumer buying and selling is growing in popularity. This leads to an increasingly diverse selection of products available, with advanced C2C platforms making it easy to find items one is looking for,” notes Maria Ovaska, MSc (Economics and Business Administration), a co-author of the study.
“Earlier, practical challenges could hinder purchase intentions. Now buying is much smoother and I believe the role of intention as a predictor of purchase behaviour will strengthen further,” Ovaska adds.
According to the researchers, buying second-hand goods and gifts is becoming increasingly common and socially accepted.
“As services evolve and consumer attitudes shift, the role of second-hand products in the gift market is likely to grow even stronger,” Ovaska notes.
Published in European Journal of Marketing, the study explored what motivates consumers to buy second-hand gifts, and how intentions translate into purchase decisions.
The study also examined how consumers’ green values influence the association between intentions and decisions. Two surveys were conducted before and after Christmas to investigate consumer motives, intentions and purchase decisions.
Consumers’ green values drive faster purchase decisions
Christmas is a major gift-giving season in many parts of the world. For example, Americans spend hundreds of billions of dollars annually on Christmas gifts. The environmental burden of gift-giving is significant, and second-hand gifts can help reduce it. The study found that consumers’ green values not only strengthened but also sped up their decision to buy a second-hand gift.
“Our findings encourage consumers to reflect on their consumption habits and consider whether a second-hand gift could replace a new product. Retailers should also think about how innovative business models could promote sales of second-hand items, especially during peak gift seasons. For instance, targeted gift catalogues for different customer groups could help boost second-hand gift sales,” Hallikainen suggests.
Key Questions Answered:
A: Fair pricing, the excitement of finding unique items, and ecological or ethical concerns are major drivers of second-hand gift purchasing.
A: Yes. Most consumers who plan to buy a second-hand gift follow through, especially when the item requires minimal inspection, like books.
A: Stronger environmental values make consumers more decisive and faster to act when choosing used gifts.
Editorial Notes:
- This article was edited by a Neuroscience News editor.
- Journal paper reviewed in full.
- Additional context added by our staff.
About this gift-giving and psychology research news
Author: Maj Vuorre
Source: University of Eastern Finland
Contact: Maj Vuorre – University of Eastern Finland
Image: The image is credited to Neuroscience News
Original Research: Open access.
“What motivates second-hand gift-giving?” by Heli Hallikainen et al. European Journal of Marketing
Abstract
What motivates second-hand gift-giving?
Purpose
The study aims to combine economic, critical and recreational motives with the intention–behaviour relationship to explore what motivates consumers to buy second-hand gifts. The study further explores how the intention to buy second-hand gifts is realized in actual gift purchases, and how this relationship varies depending on individual’s green consumption values. The study conceptualizes second-hand gift-giving and emphasizes its importance in reducing the environmental burden.
Design/methodology/approach
This study collected data in two-phases, before and after Christmas. Study 1 focuses on the motive–intention–behaviour chain in second-hand gift-giving and combines motivating factors with the intention–behaviour relationship. Given the known gap in the intention–behaviour relationship, study 2 tests the robustness of the findings related to the intention–behaviour relationship, moderated by green consumption values.
Findings
This study shows that the search for a fair price operates as the strongest predictor of second-hand gift-giving intentions, followed by treasure hunting, ethics and ecology-related factors and the distance from the system. Motivating factors generally impact second-hand gift-giving indirectly through intention and they account for 21.9% of the variance in intention. The results further show that the intention to buy second-hand gifts is a strong predictor of the actual purchase, with intention alone explaining 29.1% and 17.9% of the variance in the purchase behaviour in studies 1 and 2, respectively.
Research limitations/implications
Future research could explore actual purchase behaviour of second-hand gift-giving in the long term, as the present study was unable to account for such an issue. The present study purposefully focused on the purchasing of non-altered second-hand items, which does not cover upcycling, referring to reuse and alteration that results in an increase in value. Overall, limited research exists on the upcycling of products, let alone on the gifting of upcycled items, which would provide a fruitful avenue for future research.
Practical implications
The study sheds light on the purchasing intentions versus behaviour of second-hand gifts; yet not only do consumers need to reconsider their consumption patterns, but similarly retailers are encouraged to rethink their business models to foster second-hand trade and to open avenues for the sale of pre-loved and pre-used second-hand items.
Originality/value
The study conceptualizes second-hand gift-giving and shows how economic, critical and recreational factors drive second-hand gift-giving. This study show that the intention to buy second-hand gifts is a good predictor of actual behaviour and the well-known intention–behaviour gap is not much of an issue in second-hand gift-giving. We conclude that second-hand gift-giving is intentional and not impulsive.
