Secondhand Luxury Consumption

The luxury consumption and its motives
Majority of the prior literatures have merely concentrated on the brand-new luxury and neglected the secondhand luxury consumption (Turunen and Leskinen, 57). However, the current trend has indicated a massive availability of luxury goods, which transforms it into a mass consumption and questions its exclusivity (Turunen, 120). Furthermore, the technology developments also support the democratization of luxury, which allow people to easily possess valuable goods (Okonkwo, 30). Many authors also indicate the motivations behind luxury possession. Jackques Rousseau believes that the practice signifies the consumers’ greed and acquisitiveness (Mortelmans, 500). However, a contrast argument is asserted by Turunen

In this case, Staffan Appelgren & Anna Bohlin believe that the practice is associated with poverty as well as poor living conditions (4). Furthermore, David S Ackerman and Jing Hu prove that the accessibility of information, which addresses the products as secondhand, may create a contamination fear and disgust towards the practice (233). In this case, they believe that the contamination of previous owners’ sensitivity is able to influence a positive or negative value to the objects (Ackerman and Hu, 234).
In spite of its negative stigma, Fabio Marzella observes how the practice became socially accepted. His observation found that the modern markets have created a standard of secondhand objects. In this case, the products have to own a valuable quality, which offers a self-extension to its owners. Majority of these products includes electronics, furniture and designers goods (107). In order to change its negative connotation, the modern society describes the secondhand consumption as ‘retro and vintage’ shopping (Marzella 116). This change offers an opportunity for luxury to be retailed as secondhand. In this case, Marzella stated, “Vintage is the way in which the markets of new goods, namely fashion, legitimates the entry of used goods, into the productive and distributive channels of new goods.” (116). Appelgren and Boblin also supports his argument by stating

Furthermore, Belk et al observe that previously owned objects are consumed as a collecting behavior, which deals with the owner’s emotional thrill, pleasure and self-expression (67). Fabio Marzella also mentions similar argument about secondhand consumption, which he believes it as a “… moment of freedom for the consumer who is no longer tied to the material culture cycle, leading consumers to a dimension where their agency is stronger and opening new considerations on the consumers social responsibility.” (118) In compare with secondhand luxury consumption, it is interesting to explore whether the possession of secondhand luxury has similar meaning with collecting behavior. Furthermore, it also questions whether the secondhand luxury possession still represents the concept of luxury, despite of insufficient quality, lower cost and less exclusive