This study examines how second-hand clothing (SHC) store design influences consumer perceptions and purchase behaviour. Based on findings from two studies (study 1: survey, n=268; study 2: experimental, n=90), design strategies were developed informed by Norman’s Emotional Design model. Results show that fresh and floral scents enhance hygiene perception and purchase intention, while attractive visual presentation improves purchase intention, willingness to pay, and quality and hygiene perceptions. While visceral design addresses some consumer concerns, strategies at all three levels are needed to fully improve the SHC shopping experience as they address consumer concerns, build trust, and encourage sustainable purchasing behaviour.
