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This article aims at measuring motives toward second-hand shopping, an alternative form of buying that consumers make use of. We first define the concept of second-hand buying and describe the characteristics of the phenomenon that support a motivation-based approach. Then, we develop a measurement scale following the procedure advocated by Churchill (1979) and reexamined by Rossiter (2002). A preliminary qualitative study conducted with 15 buyers of second-hand goods and a two-stage data collection among 708 individuals provide a final, reliable and valid 7-factor scale that can be used separately or combined in two main dimensions — economic and recreational — to predict internal or external outcome variables.

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From a conceptual framework based on developmental psychology and mechanisms of social comparison, this research proposes testing an explanatory model of the trend to see oneself as younger which is characteristic of seniors. The identification of antecedent variables of this tendency suggests a new approach to segmenting the feminine over fifties market in France.