A fair price, the excitement of discovering something rare or distinctive, and ethical and environmental considerations are key factors motivating consumers to buy second-hand gifts, according to new research from the University of Eastern Finland. Based on a survey of Tori.fi users, one of Finland’s most popular consumer-to-consumer online marketplaces, the study shows that intentions to purchase second-hand gifts often translate into actual purchases. Rather than remaining a tentative idea, the intention to give a pre-owned gift often leads directly to action.

The findings challenge the perception that second-hand gift-giving is driven by impulse or convenience. Instead, the research suggests that such purchases are typically well considered. Assistant Professor Heli Hallikainen of the University of Eastern Finland explains that consumers follow a familiar intention–behaviour pathway when buying second-hand gifts, similar to the process involved in purchasing new products. This indicates that giving a used item is not a lesser or rushed alternative, but a deliberate choice shaped by clear motivations and planning.

The study also highlights differences between product categories. Purchase intentions were most likely to become actual purchases for items that require little inspection, such as books. These products carry lower perceived risk, making consumers more comfortable completing the purchase quickly. In contrast, second-hand furniture and clothing prompted more careful deliberation. Concerns around condition, suitability or fit meant that even motivated buyers tended to spend more time evaluating these options before committing.

According to Maria Ovaska, MSc, a co-author of the study, the growing popularity of consumer-to-consumer marketplaces has transformed second-hand shopping. Digital platforms now offer a broad and diverse selection of products, while improved search functions and smoother buying processes make it easier for consumers to find what they want. Practical obstacles that once limited second-hand purchases have vastly diminished. As these platforms continue to develop, Ovaska believes that purchase intention will become an even stronger predictor of actual buying behaviour.

The researchers also point to a broader shift in social attitudes. Buying second-hand goods, including gifts, is increasingly common and socially accepted. As consumer values evolve and services improve, second-hand products are becoming more firmly embedded in mainstream gift markets. This trend is likely to continue, particularly as sustainability concerns gain prominence and consumers become more confident that second-hand gifts can be both meaningful and appropriate.

Published in the European Journal of Marketing, the study examined what motivates consumers to buy second-hand gifts and how intentions turn into purchase decisions. It also explored the role of environmental values, drawing on two surveys conducted before and after Christmas. The findings suggest that green values not only strengthen consumers’ willingness to buy second-hand gifts but also speed up decision-making. The authors argue that both consumers and retailers have a role to play in expanding this market, encouraging more sustainable gift-giving practices during peak shopping seasons.

More information: Heli Hallikainen et al, What motivates second-hand gift-giving? European Journal of Marketing. DOI: 10.1108/EJM-06-2024-0481

Journal information: European Journal of Marketing Provided by University of Eastern Finland