Scarce fashion products consumption in the C2C second‐hand trading platform

Abstract Utilizing self‐licensing theory, this study aimed to identify the psychological mechanism of the consumption of scarce fashion products on customer‐to‐customer (C2C) second‐hand online trading platforms. This research used a 2 (scarcity level: high vs. low) × 2 (consumers' environmental consciousness: high vs. low) mixed factorial design. Consumers with low environmental consciousness mediated ease of justification when exposed to scarce information, thereby increasing their impulse purchase intentions, while consumers with high environmental consciousness did not. The C2C second‐hand trading platform can contribute to the interests of both sellers and buyers as an exciting place to purchase scarce goods and consume eco‐friendly fashion products.