The Interplay of Sustainable Consumption Values, Hedonic Motives, and Cognitive Dissonance in Shaping Second-Hand Luxury Purchase Intentions

Gezmisoglu Sen D., AYDIN S.

SAGE Open, cilt.16, sa.3, 2026 (SSCI, Scopus)

  • Yayın Türü: Makale / Tam Makale
  • Cilt numarası: 16 Sayı: 3
  • Basım Tarihi: 2026
  • Doi Numarası: 10.1177/21582440261466776
  • Dergi Adı: SAGE Open
  • Derginin Tarandığı İndeksler: Social Sciences Citation Index (SSCI), Scopus, EBSCO Education Source, Education Abstracts, ERIC (Education Resources Information Center), Directory of Open Access Journals, Academic Search Ultimate (EBSCO), Social Science Premium Collection (ProQuest), Education Source Ultimate (EBSCO)
  • Anahtar Kelimeler: cognitive dissonance, Generation Z consumers, hedonic consumption, second-hand luxury, sustainable consumption, sustainable fashion
  • Maltepe Üniversitesi Adresli: Evet

Özet

This study investigates how sustainable consumption values, hedonic motives, and cognitive dissonance jointly shape consumers’ intentions to purchase second-hand luxury products. Drawing on cognitive dissonance theory, this study explores the cognitive and emotional mechanisms through which sustainable and hedonic orientations influence the purchasing behaviour of Generation Z consumers. Survey data from 385 young consumers were analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM). The results revealed that sustainable consumption behaviour positively influenced purchase intention, whereas cognitive dissonance exerted a negative effect. Hedonic consumption does not directly enhance purchase intention but partially mediates the link between sustainable consumption and intention through the social value dimensions. These findings highlight the psychological tension between pleasure-seeking and ethical motives in sustainable luxury consumption. This study contributes to the sustainable fashion and consumption literature by integrating hedonic and dissonance perspectives, offering theoretical and managerial insights for enhancing second-hand luxury engagement among younger consumers.