Now more than ever, consumers are deciding to forgo modern products and are buying vintage instead. Yet, despite the growing importance of vintage products in the consumer marketplace, research investigating why consumers buy old, often outdated products remains limited. Research that examines customer shopping behavior in second-hand retail markets, were vintage products are bought and sold, is similarly rare. What drives consumers to buy vintage products? What factors influence customer-shopping behavior at second-hand retailers? This three-paper dissertation addresses these gaps by developing better and more actionable insights into why some consumers purchase vintage items. Furthermore, this three-paper dissertation looks to explain customer-shopping behavior and drives consumers to make a purchase at second-hand retail establishments.