Table 1 Second-hand marketing framework... | Emerald Publishing

Table 1

Second-hand marketing framework

Strategy	Enrolling sustainability supporters		Enrolling second-hand shoppers
Framing	Second-hand as environmentally friendly	Second-hand as socially sustainable	Second-hand as value for money	Second-hand as creatively experiential	Second-hand as facilitating sustainable consumer behavior
Focus	Communicating the environmental benefits of used goods and store processes to encourage purchasing used goods	Communicating about the store’s social initiatives to encourage supporting sustainability by purchasing used goods	Communicating the possibilities to buy cheap goods	Activities and/or communication on design and uniqueness to encourage consumers’ consumption of used goods	Activities and/or communication to support and educate consumers on how to consume sustainably or engage in the circular economy
Consumers’ motivation	Sustainability, green consumer behavior and environmental attitude	Social sustainability and caring for others	Economic and treasure-hunting motives	Entertainment and hedonistic motives, treasure-hunting, fun, originality and self-extension	Sustainability, green consumer behavior and environmental attitude
Identified activities
Social media	Photos, films, and texts showcasing the environmental benefits of second-hand goods and stores’ processes	Photos, films, and texts showcasing the social benefits of second-hand stores’ social work	Photos, films, and texts showcasing the economic benefits, low prices and high quality/value of second-hand goods	Photos, films, and texts to spread narratives showing second-hand goods' creative and design possibilities and call for consumers’ involvement in creativity/(re)design	Photos, films and texts to inspire consumers to engage in sustainable consumption activities
Events	Educational events on products’ properties and their environmental benefits	–	Sales and auctions to trigger purchases and treasure hunts	Workshops, movie nights, presentations, guided tours, DIY courses, fashion shows and contests to stimulate creative experiences	Exhibitions, theme days, and movie nights to educate and inspire consumers about sustainable practices
External attention	–		–	Influencer activities, social media posts, TV and press reports, awards, research, and customer reviews spread stories and enhance second-hand stores’ credibility
Face-to-face communication	Staff describe the store’s environmental work and highlight the positive environmental effects of second-hand goods	Staff describing the store’s charity work and social support for consumers Trainees in the store, enacting social sustainability	Staff describe the store’s low prices and how they benefit the customers	In-store work and pop-up stores showing value-adding design and production processes	Individual in-store support when choosing/utilizing used items Educating/informing/guiding/inspiring about second-hand consumption and its benefits
Visual merchandise	Store names, product tags, posters, prints, displays and signs inform about used items' properties and store processes’ environmental benefits	Store names, product tags, posters, prints, displays and signs inform about second-hand stores’ social work	Posters, prints, displays and signs inform about sales, offerings and/or low prices	Themed displays, decorations, furnishings, unexpected product combinations, innovative products and visualizations of social events – inspiring regarding how to utilize used goods Posters, signs, banners, store names, texts/slogans, product tags and electronic displays emphasize shopping for used goods as creative	Exhibitions, brochures, and information sheets about second-hand consumption and the circular economy Posters, signs, banners, store names, texts/slogans, product tags and electronic displays emphasize shopping for used goods as a sustainable consumption mode

Strategy	Enrolling sustainability supporters		Enrolling second-hand shoppers
Framing	Second-hand as environmentally friendly	Second-hand as socially sustainable	Second-hand as value for money	Second-hand as creatively experiential	Second-hand as facilitating sustainable consumer behavior
Focus	Communicating the environmental benefits of used goods and store processes to encourage purchasing used goods	Communicating about the store’s social initiatives to encourage supporting sustainability by purchasing used goods	Communicating the possibilities to buy cheap goods	Activities and/or communication on design and uniqueness to encourage consumers’ consumption of used goods	Activities and/or communication to support and educate consumers on how to consume sustainably or engage in the circular economy
Consumers’ motivation	Sustainability, green consumer behavior and environmental attitude	Social sustainability and caring for others	Economic and treasure-hunting motives	Entertainment and hedonistic motives, treasure-hunting, fun, originality and self-extension	Sustainability, green consumer behavior and environmental attitude
Identified activities
Social media	Photos, films, and texts showcasing the environmental benefits of second-hand goods and stores’ processes	Photos, films, and texts showcasing the social benefits of second-hand stores’ social work	Photos, films, and texts showcasing the economic benefits, low prices and high quality/value of second-hand goods	Photos, films, and texts to spread narratives showing second-hand goods' creative and design possibilities and call for consumers’ involvement in creativity/(re)design	Photos, films and texts to inspire consumers to engage in sustainable consumption activities
Events	Educational events on products’ properties and their environmental benefits	–	Sales and auctions to trigger purchases and treasure hunts	Workshops, movie nights, presentations, guided tours, DIY courses, fashion shows and contests to stimulate creative experiences	Exhibitions, theme days, and movie nights to educate and inspire consumers about sustainable practices
External attention	–		–	Influencer activities, social media posts, TV and press reports, awards, research, and customer reviews spread stories and enhance second-hand stores’ credibility
Face-to-face communication	Staff describe the store’s environmental work and highlight the positive environmental effects of second-hand goods	Staff describing the store’s charity work and social support for consumersTrainees in the store, enacting social sustainability	Staff describe the store’s low prices and how they benefit the customers	In-store work and pop-up stores showing value-adding design and production processes	Individual in-store support when choosing/utilizing used itemsEducating/informing/guiding/inspiring about second-hand consumption and its benefits
Visual merchandise	Store names, product tags, posters, prints, displays and signs inform about used items' properties and store processes’ environmental benefits	Store names, product tags, posters, prints, displays and signs inform about second-hand stores’ social work	Posters, prints, displays and signs inform about sales, offerings and/or low prices	Themed displays, decorations, furnishings, unexpected product combinations, innovative products and visualizations of social events – inspiring regarding how to utilize used goodsPosters, signs, banners, store names, texts/slogans, product tags and electronic displays emphasize shopping for used goods as creative	Exhibitions, brochures, and information sheets about second-hand consumption and the circular economyPosters, signs, banners, store names, texts/slogans, product tags and electronic displays emphasize shopping for used goods as a sustainable consumption mode

Source(s): Authors' own work