Host: The Japan Society of Home Economics
The purpose is clarifying the conditions which receive a used article for every generation. It is because that the degrees of likes and dislikes also differ to count on a used article by a generation. The investigation area was Hyogo Prefecture, Osaka Prefecture, and Kyoto Prefecture. Data was the reply obtained from 204 women's college students, 191 their mothers, and 166 their grandmothers using the five-step appraisal method. A factor analysis was used. The following factors were found: in case of women's college students, "low price", "everyday" and "suitable"; in case of their mothers, "low price", "yearning", and "boast"; and in case of their grandmothers, "low price", "comfortable" and a "substitute". As acceptance conditions over a used article, all the generations of the low price were common. Women's college students regard the used articles as smart, and this leads to their old-clothes boom. The factors called yearning and boast of their mothers are considered as the strong influences on their brand image. The factor comfortable related to their grandmothers results from the feeling that used goods are dirty from the beginning. In addition, the more the premium nature is high, the more I want to hide a new article in a closet substituting a used one.
