Examining the motives affecting the demand for second-hand fashion products in the context of brand knowledge presence

Purpose This study aims to investigate the predictors of second-hand fashion purchasing intention through the lens of self-congruence and signalling theories. It explores whether congruence between the user and buyer’s image, along with the influence of three primary motivations, positively impacts the intention to purchase second-hand fashion products on consumer-to-consumer (C2C) platforms. The study also examines the relationship between motives and purchasing intention when brand knowledge exists and when it does not. Design/methodology/approach A total of 328 consumers participated in an online survey conducted in Turkey. Findings The study goes beyond the traditional focus on brand–consumer and brand–service provider congruity by extending the concept of self-congruity to the context of second-hand shopping. Congruence between owners and buyers is introduced as a novel factor influencing the intention to purchase second-hand fashion. The results also reveal that motives influencing the intention to purchase second-hand products vary heavily, depending on brand knowledge. Originality/value This study contributes to the literature by exploring the neglected area of owner/seller images in second-hand shopping. It explores the role of congruence between owners/sellers and buyers in second-hand shopping while examining recreational, economic and critical motives. Moreover, it highlights the significance of brand knowledge as a moderating factor in C2C second-hand shopping.