Eco or ego? Promoting second-hand luxury consumption using message appeals

Purpose This research investigates how influencers’ message appeals (personal benefit vs environmental benefit) trigger second-hand fashion luxury (SHFL) purchase intentions with the mediating role of consumer inspiration and the moderating role of influencer types. Design/methodology/approach We conducted three experimental studies using Instagram posts and collected data from a total of 579 female participants (aged 18–50) recruited via Amazon Mechanical Turk to test the research model. Findings Study 1 (N = 153) found that environmental benefit (vs personal benefit) message appeal elicited higher purchase intention. Study 2 (N = 174) demonstrated that the effect of message appeals on purchase intention was mediated by consumer inspiration. Study 3 (N = 252) indicated that the environmental benefit (vs personal benefit) message appeal resulted in higher consumer inspiration and purchase intention when delivered by a mega-influencer (vs micro-influencer). Originality/value This research contributes to the field of sustainable retail and SHFL research by uncovering how message appeal and influencer type interact to drive consumers’ purchase intentions. The findings offer actionable insights for SHFL marketers in crafting impactful marketing strategies, highlighting that environmental appeals delivered by mega-influencers and personal appeals delivered by micro-influencers are effective in promoting SHFL consumption. Despite the study’s significant contributions, limitations such as the all-female sample and reliance on MTurk participants should be addressed in future research.