In view of growing interest in alternative retail channel, this study aims to explore motivations underlying second-hand shopping, to categorize different types of secondhand shoppers and to describe implications for both research and retailing strategies. Based on the resulting factor structure and cluster analysis, authors identified different types of second-hand shoppers who can be distinguished along their intentions and motivations: critical austere; occasional hedonists; unconcerned collectors. The results show that second-hand shoppers are influenced by economics, hedonistic, critical and collections-base motivations. The better understanding of the phenomenon of secondhand shopping is valuable also to marketers. Retail firms should learn to manage and govern this market, especially in certain product categories and customer segments.
Keywords: Second-hand, used goods, purchase motivations, market segmentation, collectibles, critical consumption.