Conscious consumer? An empirical study on the behavioral variables of thrift store buyers in Recife

Abstract

Consumers have been concerned with environmental issues, especially with the impact that their consumption habits cause to the environment. In this context, thrift stores stand out as an alternative for conscious consumption and sustainability. With the aim of reducing consumption levels, it is important to identify and project influences to change the way people use and consume products. Therefore, from the perspective of the main theories of consumer behavior, this research aimed to analyze the behavioral variables inherent in the buying process in thrift stores. This is a descriptive-exploratory quantitative study that verified the behavioral variables

inherent to the buying process in thrift stores in Recife/PE and described the influence that each behavioral variable exerts on the behavior of buying products in thrift stores. The research happened in a remotely way, in which 119 consumers of products sold in thrift stores, over 18 years old, answered a questionnaire regarding consumer behavior issues. Data were analyzed using descriptive and correlational statistics. The results found out that the main variables that stimulate the behavior of thrift store consumers are: values, perceived effectiveness, perceived benefit, information/knowledge and emotions. This study contributes to the literature and society by identifying that these variables are interrelated. It demonstrates that together, they have a high level of significance to encourage the consumption of products in thrift stores.