Consumers in the second-hand market – identification of the determinants of diversity in consumer behaviour in a circular economy

In a circular economy, product reuse is crucial. In the second-hand goods market, consumers actively influence the circular economy processes. This paper aims to discover the factors influencing consumer behaviour in this market. The study compares consumer behaviour in Poland and Portugal and examines the differentiation of behaviour based on product categories, which fills the research gap. Statistical analysis was conducted on 400 respondents using a survey questionnaire, followed by structural equation modelling. The results indicate that external factors (brand reputation, buyer opinions and ethical considerations) influence purchasing behaviour more than internal product characteristics (price, quality, design). The study highlights the role of nationality in shaping purchasing preferences for second-hand goods. The results can be used to develop effective sustainability campaigns and marketing strategies, emphasising the importance of external factors. The study was limited to two countries, which suggests the need to extend to other regions and include qualitative research in the future.