Přehled o publikaci

The article explores the attitudes and behavior of Czech consumers aged 18+ towards the adoption of secondhand goods within the framework of the circular economy. While the European Union’s Circular economy action plan emphasizes sustainable production and consumption, consumer resistance to re-used goods remains a barrier. The exploratory study aims to identify the perception/attitude/relationship of the Czech population towards the purchase of used items. Detailed knowledge of the customer is an elementary base for the market of re-used products to grow. The research objective is divided into three partial objectives: identifying the main customer segments in secondhand markets, evaluating the reasons for and against purchasing re-used items, and assessing the perceived suitability of various product categories for secondhand trading. Conducted in June 2024, the research involved an online survey of 1,300 respondents across the Czech Republic. Ajzen’s theory of planned behavior (TPB) was employed to structure the questionnaire, while data analysis utilized Pearson’s χ²-test of independence to examine relationships between categorical variables. In some instances, complementary methods were employed. The findings indicate that younger consumers and those actively employed are more inclined to purchase re-used goods, while older individuals and pensioners show higher reluctance. Cars, art, and books were viewed as highly suitable for secondhand markets, whereas casual footwear was ranked lower. The results also suggest that Czech consumers are generally open to the secondhand market and each product category has corresponding group of customers who find the product suitable to sell. This research contributes to the literature on the circular economy by highlighting how targeted business and marketing strategies can address consumer resistance, ultimately fostering sustainable consumption.