From Thrift to Trend: Analysing the Role of the Second-Hand Fashion Industry in Shaping Consumer Behavior

Abstract

This thesis investigates the impacts of second-hand industry on consumer behaviour. Unsustainable consumption and production patterns are a critical issue currently on a global level. One of the biggest impacts on environmental issues with the apparel industry is clothing having a short life cycle and large amounts of clothing waste. The purpose of the study is to examine the ways that the industry influences on consumers’ purchasing behaviour. The goal is to gain understanding of what kind of impacts the industry has on consumption patterns in different perspectives, such as environmental issues, and whether they are positive or negative impacts. The theoretical framework of this thesis explains the characteristics of the apparel industry and necessary concepts related to the topic, giving the author a full understanding of the background of this study. The chapters of theoretical framework further examine the concept of circular economy and its benefits and drawbacks, characteristics of the fast fashion and second- hand industries, and concepts related to consumer buying behaviour.

The key methods used for this research are secondary research and a qualitative primary survey. Secondary data was gathered throughout the research by using several websites, articles, and books. The primary data was collected with a survey, generated anonymously to a group of 103 respondents. The survey was distributed on various channels allowing the respondents to have differences in demographics.

The findings show that the second-hand industry has impacts on consumer behaviour that are both positive and negative in the perspective of environmental issues. Consumers desire to shift their consumption towards second-hand industry because of rising concerns of environmental issues, reducing overall costs of living and finding different options compared to the traditional apparel market. At best outcomes, the second-hand industry offers an ecological and sustainable option for current consumption patterns. Possible rebound effects were noted, such as excessive second-hand consumption that resembles the current overconsumption of clothing. Thus, at its worst outcomes, the industry drives consumers to follow the current consumption patterns, preventing the shift to more sustainable consumption patterns and behavioural changes.