Many parents go hay wire buying clothes for their baby not realizing that they will be no or less use for them as they grow rapidly and that they will befit in a size for less than a month or two. This results in superfluous expense and more materialist consumption. Hence, the concept of secondhand consumption has become a necessity. There are plenty of factors that motivates or demotivate parents in making decision about secondhand consumption. This study will determine the effects of various factors that motivate the parents to make the purchase or rental decision of secondhand clothes for their babies and toddlers.
Data have been collected from parents living in Copenhagen Metropolitan. A quantitative approach was adopted to collect the data using Questionnaire survey through social media and distribution of hard copies to the respondents. 268 responses were collected, and the collected data were analyzed using SPSS to perform descriptive statistics, correlation between the variables, reliability, and multiple regression to test six hypotheses.
From the analysis, it was observed that price/ economic benefits, environmental concern, and concept of collaborative consumption affect the purchasing or renting decision of the parents in case of secondhand baby clothes. Trust toward online seller/sites, hygiene and sanitization issues and social embarrassment do not affect the purchasing or renting decision of the parents.
This study contributes its knowledge and information collected through the survey to the existing literature on the subject of secondhand baby clothes consumption and the perception toward them