Analysis of consumers' online second-hand product purchase preferences in the context of sustainable marketing

In a world where we try to meet our needs through non-renewable resources, the concept of sustainability, which has been gaining popularity over the last 50 years, is becoming increasingly important for societies. While sustainability and recyclability efforts in various products and materials are already being undertaken by individuals and governments, today, a new sustainable consumption market has emerged through online second-hand sales platforms in areas such as clothing, technological devices, cosmetic products, household items, pet shop products, toys, stationery, and automobiles. This market allows individuals to participate both as consumers and sellers. In today's world, where economic conditions are becoming increasingly difficult, and needs are growing and diversifying, what was once referred to as flea markets for second-hand goods now exists in the virtual world. Although second-hand goods consumption and bartering have existed in different societies for a long time, their occurrence in virtual spaces has gained prominence in recent years. The ease and time-saving accessibility of online shopping platforms have contributed to the popularity of this area. The purpose of this study is to evaluate and analyze the preferences of consumers who purchase second-hand products through online platforms. In addition, it aims to investigate the sustainability, economic, and environmental aspects of online second-hand consumption, and to determine which factors influence consumers' product choices on second-hand sales platforms. The study sample was conducted using convenience sampling and worked with individuals who consume second-hand products online. The research data was obtained through an online survey. Data from 314 participants were analyzed, and various statistical analyses were applied, with the results evaluated using SPSS 24. The results of the research indicate differences in sustainable consumer behaviors based on gender and age groups. Gender-based analysis showed that women exhibit more environmentally conscious and cost-saving behaviors compared to men. Among age groups, it was found that individuals in the age groups of 18-24 and 25-34 demonstrate lower environmental sensitivity and cost-saving behaviors, while engaging more in non-essential consumption compared to other age groups. Individuals over the age of 45 were found to display more positive environmental sensitivity and cost-saving behaviors compared to younger individuals. Additionally, the consumption preferences and reasons for non-preference of second-hand products were evaluated. These findings indicate how marketing strategies and policies should be shaped by considering these demographic differences and product preference factors. Moreover, it was suggested that campaigns and educational programs should be conducted to encourage environmentally friendly and cost-saving consumer behaviors. This thesis contributes to the understanding of sustainable consumer behaviors and provides important insights for future research. Raising awareness among consumers about adopting environmentally conscious behaviors, saving, changing non-essential purchasing habits, and embracing the concept of reusability plays a critical role in achieving a sustainable future. Keywords: Sustainability, Online shopping, Second-hand consumption