Published Online:May 2026
Product Name:The IUP Journal of Marketing Management
Product Type:Article
Product Code:IJMM030526
DOI:10.71329/IUPJMM/2026.25.2.45-64
Author Name:Humara Assadullah Dar, Anisa Jan and Mehvish Riyaz
Availability:YES
Subject/Domain:Marketing
Download Format:PDF
Pages:45-64
Because consumers are becoming more conscious of environmental issues, the secondhand market is growing rapidly. Nevertheless, little is known about the factors that contribute to this trend. The study uses the SOR framework to examine how variables such as product knowledge and word-of-mouth (Stimuli) affect customers’ attitude (organism) and how their attitude affects their intention (response) to buy secondhand electronics. The study also emphasizes how the link between attitude and intention to buy used electronic gadgets is moderated by price consciousness. 275 individuals from the Delhi National Capital Region participated in the survey. Partial least squares structural equation modeling (PLS-SEM), was used in the study to examine the suggested connections between the constructs. PLS-SEM was deemed suitable for predictive research models that incorporate moderation and mediation effects. After determining the reliability and validity, the measurement model was checked. In order to test the proposed hypotheses, including direct, mediating, and moderating effects, the structural model was evaluated using path coefficients, t-values, p-values, and bootstrapping procedures. The findings show that word-of-mouth has a negative effect, and product knowledge has a positive impact on customers’ attitude toward buying used equipment. Attitude mediates the relationship between product knowledge, word- of-mouth, and secondhand purchase intention. Additionally, price consciousness weakens the connection between attitude and the desire to purchase used goods.
Humans have frequently recognized that coexisting peacefully with nature is essential to their survival, while understanding that destroying nature also means destroying themselves (Riyaz et al., 2025).