From Stale to Sale – The Effect of Scents in Second-Hand Retail
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2024-07-01
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en
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The fashion industry is one of the main contributors to climate change, making it essential to scientifically investigate sustainable alternatives to “fast fashion”, such as second-hand clothing. This study investigates the influence of scents on second-hand clothing acquisition. It was hypothesised that a clean-clothing scent would increase the amount of money spent by customers at a second-hand clothing store. The second hypothesis stated that this effect would be larger for individuals with a low buying-intention. To test this, an experimental study was set up at a second-hand clothing store, involving 257 questionnaires, which showed that a fresh-laundry odour increased the amount of money spent at the store. The 1737 transactions did not yield significant results. No support was found for intention acting as a mediator in the effect of scent on money spent. Further examining the effect of scents in sustainable retail settings is advised to facilitate environmentally friendly consumption.
Keywords: second-hand clothing, odours, intention, sustainability, sales
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Faculteit der Sociale Wetenschappen