What makes a product vintage? Investigating relationships between 'consumer pastness,' scarcity and purchase intentions toward vintage products

Purpose This purpose of this study is to develop actionable marketing insights regarding why consumers might elect to purchase vintage products. A concept called consumer pastness is introduced, developed and defined to achieve this end. Consumer pastness demonstrably affected consumers’ perceptions of vintage products’ scarcity and consumers’ propensity to purchase vintage items. When applied inside marketing contexts, consumer pastness may also explain how and why consumers distinguish vintage products that are “of the past” from new and second-hand products. The data suggest that when consumers perceive products are characterized by higher consumer pastness the products will be perceived as scarcer, more desirable and more valuable than new or second-hand versions of the same item. Design/methodology/approach A scale was developed to capture three dimensions that comprise consumer pastness and then a pilot study and two experiments were conducted to test the research propositions. Findings Study propositions were confirmed. Consumers perceive vintage products as scarcer and more desirable than other types of products. Originality/value A novel and useful concept is introduced to the marketing literature inside this study. To the best of the authors’ knowledge, this study is the first to investigate and develop theoretical insights regarding how and why consumers perceive vintage products differently from new and second-hand products. The investigations reported below are also the first to develop practical insights regarding how management might respond to these insights about the role consumer pastness plays.