Motivations for second-hand consumption : a study of second-hand consumers in Oslo

Abstract

The clothing industry today is described as one of the most environmental pollution industries, and concern regards mass-consumption is rising on the global agenda. In the last years, second-hand clothes and products have been receiving more attention and demands, and in line with this demand, ethical and sustainable consumption has also increased. The aim of this study was to contribute to the understanding of consumers motivation and rationalization towards second-hand clothing and the clothing industry. This study is using a qualitative research method to explore these motivations among second-hand consumers in Oslo, Norway. The data was collected through semi-structured interviews with consumers of second-hand clothes as well as workers within second-hand markets. Both theories within the economic discipline, social science and social phycology were used to interoperate the findings and to understand drivers behind human consumption. There are various drivers of motivation for second-hand consumption. Empirical findings from this study show that reuse of products in consideration of environmental and social aspects where the highest drive for purchasing second-hand clothes. Also, economic motivations of making a “good deal” and motivation in regards to the personal style were finding from this study.