Summary: New research from the University of Eastern Finland finds that buying second-hand gifts is typically a deliberate, intentional choice rather than an impulsive act. Motivations include fair pricing, the thrill of discovering unique or rare items, and ethical and ecological concerns. Data gathered from users of a major Finnish consumer-to-consumer marketplace, Tori.fi, show that purchase intentions often translate into actual buying—particularly for items that require little inspection, such as books. Products that require more scrutiny, like furniture or clothing, tend to provoke greater deliberation. The study also shows that people with stronger environmental values both strengthen and accelerate their decision to choose second-hand gifts, signaling a broader shift toward sustainable gift-giving.
Key facts
- Motivation mix: Fair price, treasure hunting, ethics and sustainability are primary drivers of second-hand gift choices.
- Intention predicts behavior: Clear intentions to buy used gifts often lead to actual purchases, especially for low-inspection items.
- Green values matter: Stronger environmental values make consumers more decisive and faster when choosing second-hand gifts.
Source: University of Eastern Finland
Assistant Professor Heli Hallikainen of the University of Eastern Finland summarizes the findings: buying second-hand gifts follows the same intention→behavior sequence as buying new products. It is, on the whole, a considered choice. The research highlights differences across product categories: items that are easy to evaluate online or in person—books, small collectibles, and similar goods—show a strong link between intention and purchase. In contrast, second-hand clothing and furniture usually require more inspection and comparison, which lengthens decision time.
The study used two survey waves, conducted before and after the Christmas season, to capture motives, intentions and actual purchase decisions. Respondents were users of Tori.fi, one of Finland’s leading consumer-to-consumer marketplaces. Co-author Maria Ovaska (MSc, Economics and Business Administration) notes that improved platform search, better product listings and more trusted C2C services have reduced practical obstacles that once undermined consumers’ intentions. As services evolve, the intention-to-purchase link is likely to strengthen further.
Researchers emphasize that second-hand gift-giving is becoming more socially accepted and widespread. As consumer attitudes shift and resale platforms mature, pre-loved items are likely to play an increasingly important role during peak gift-giving seasons. Retailers and platform operators can support this trend by developing business models and targeted offerings—such as curated second-hand gift catalogs—that make it easier for shoppers to find meaningful, sustainable presents.
Key questions answered:
Q: What motivates people to buy second-hand gifts?
A: Fair pricing, the excitement of finding unique or rare items, and ethical or ecological considerations rank highest among motivating factors.
Q: Do intentions to buy used gifts actually lead to purchases?
A: Yes. The study finds that intentions are a strong predictor of actual purchases, particularly for items that require minimal inspection (for example, books).
Q: How do green values influence second-hand gift buying?
A: Consumers with stronger environmental values are both more likely to choose second-hand gifts and quicker to follow through on those intentions.
Editorial notes:
- This article was edited by a Neuroscience News editor.
- The full journal paper was reviewed for this summary.
- Additional context and clarification were added by editorial staff.
About this gift-giving and psychology research news
Author: Maj Vuorre (Maj Vuorre, University of Eastern Finland)
Source: University of Eastern Finland
Contact: Maj Vuorre – University of Eastern Finland
Image credit: Neuroscience News
Original research (open access): “What motivates second-hand gift-giving?” by Heli Hallikainen et al., European Journal of Marketing. DOI: 10.1108/EJM-06-2024-0481
Abstract
What motivates second-hand gift-giving?
Purpose
This research integrates economic, recreational and ethical motives with the intention–behaviour framework to examine what drives consumers to buy second-hand gifts. It investigates how intentions to purchase used gifts are realized in actual buying behavior and how this relationship varies according to individuals’ green consumption values. The study frames second-hand gift-giving as a meaningful way to reduce the environmental footprint of gift consumption.
Design/methodology/approach
Data were collected in two phases, before and after Christmas, to capture motive–intention–behaviour dynamics during a major gift-giving period. Study 1 maps motivating factors and tests how they connect to intentions and behavior. Study 2 examines the robustness of these patterns and explores how green consumption values moderate the intention–behaviour link.
Findings
The search for a fair price emerged as the strongest predictor of intentions to buy second-hand gifts, followed by the appeal of treasure hunting, ethical considerations and ecological concerns. Together, motivating factors account for a significant share of variance in intention. Intentions themselves proved to be strong predictors of actual purchase: intention alone explained meaningful proportions of variance in purchase behavior across both studies. In short, the intention–behaviour gap is less pronounced in second-hand gift-giving than in some other consumer contexts.
Research limitations/implications
This study focused on non-altered second-hand items and short-term purchase behavior around a single gift season. Future work could track long-term purchase patterns and examine upcycling—reusing items with alterations that add value—and its role in gifting.
Practical implications
The results encourage consumers to consider second-hand alternatives and invite retailers and platforms to design services, catalogs and business models that make it easier to buy and sell pre-loved gifts, especially during busy gift seasons.
Originality/value
This study provides a clear conceptualization of second-hand gift-giving and demonstrates how economic, recreational and ethical motives drive the behavior. It shows that intentions to buy second-hand gifts reliably predict actual purchases, supporting the view that second-hand gift-giving is intentional, considered and increasingly mainstream.