Mothers' motivations for purchasing secondhand children's clothing on peer-to-peer platforms

Purpose This study aims to illuminate the consumption of secondhand branded children's clothing focusing on economic, sustainability, and good parenting motivations of mothers who purchase secondhand items on peer-to-peer (P2P) platforms. Furthermore, the study analyzes how sociodemographic variables are associated with different motivations. Design/methodology/approach The study used a convenience sample of Finnish mothers from branded children's clothing P2P groups on social media. An online survey gathered 210 responses, and descriptive frequency and regression analysis were used to study motivations and demographic factors. Findings Economic, sustainability and good parenting motivations were all significant drivers of mothers' purchasing. Younger participants were more influenced by financial factors. Respondents who were not on parental leave and those with higher education exhibited a stronger inclination towards sustainability, whereas those on parental leave were more inclined towards purchase incentives related to good parenting. Originality/value This article provides insights into an under-researched consumer segment, highlighting the unique dynamics of the children's secondhand clothing market. By introducing good parenting as a motivational factor and integrating parenting perspectives on sustainability and economic motivations, this study deepens our understanding of how parenting ideals influence consumer behavior.