지속 가능한 소비로서의 중고 명품: 소비 동기, 애착, 및 재구매 의도의 관계

초록

As the concept of a circular economy gains traction, pre-owned luxury consumption is emerging as a sustainable consumption practice. Grounded in Self-Determination Theory, this study examines how consumer motivations toward pre-owned luxury―ethical/environmental motivation, nostalgic motivation, and rational consumption motivation―affect perceptions of sustainability in pre-owned luxury consumption. Furthermore, it investigates how sustainability perceptions influence emotional attachment to pre-owned luxury goods and repurchase intentions, while also exploring the moderating role of seller trust in the relationship between sustainability perception and attachment. To test the proposed hypotheses, an online survey was conducted with 411 South Korean consumers who had prior experience purchasing pre-owned luxury goods. Partial least squares structural equation modeling (PLS-SEM) and moderation analysis were employed for data analysis. The findings indicate that ethical/environmental and rational consumption motivations positively influence sustainability perception, whereas nostalgic motivation does not have a significant effect. Additionally, sustainability perception enhances attachment to pre- owned luxury goods, which in turn strengthens repurchase intentions. Notably, higher levels of seller trust amplify the effect of sustainability perception on emotional attachment. This study contributes to the literature by demonstrating that pre-owned luxury consumption is not merely a cost-saving strategy but a form of value-driven, sustainable consumption. It also offers managerial insights for pre-owned luxury brands and resellers, emphasizing the importance of building consumer trust and promoting sustainable consumption practices.

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