DIGITAL CONSUMER MOTIVATIONS OF SECOND-HAND FOOTBALL JERSEYS

Abstract

The increase in the trade of resale products and the growing concern with sustainability and the circular economy have promoted the expansion of segmented retail and online thrift stores in Brazil, including football shirts. It is essential to understand the characteristics and needs of these consumers for the sales channels to satisfy their desires, mitigate their pain, create services, and add value to the items offered. The objective of this paper was to comprehend the consumers of second-hand football shirts motivations and habits. Also, which channels are most used by them. To achieve these results a literature review was done before to conduct qualitative exploratory research with owners of retail and virtual establishments. The next step was to conduct an online descriptive quantitative research with consumers. The results demonstrated that collectors, football fans and fashion people are interested in vintage shirts. The exclusivity and beauty of the garments are attractive to the target, but sustainability was not pointed out as an important motivation. Hedonic and emotional aspects, such as nostalgia, treasure hunting, and sociability override the utilitarian use of shirts as purchase motivation. Fake clothes and the shirts' condition are recurring concerns for customers, who prefer to use e-commerce and social media to buy second-hand football jerseys. All these elements can be used by entrepreneurs to create strategies to add value and attract new consumers.