Second-hand fashion: Rags or riches?

Neugebauer, Dana Duarte

http://hdl.handle.net/10400.26/42528

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Authors

Neugebauer, Dana Duarte

Advisor(s)

Santos, Fernando

Abstract(s)

The abrupt changes in the environment have sparked a shift in behavior toward more environmentally friendly, sustainable forms of consumption. Textiles is one of the businesses that most degrades nature, therefore second-hand fashion emerges as one of the expanding phenomena in this industry, with various perceptions and motivations according to the culture in which an individual is inserted. Thus, this study aims to dive deeper into the current perceptions and motivation of Portuguese consumers toward this market. For this, a qualitative methodology with an exploratory approach is adopted. The data collection technique consisted of 15 semi-structured interviews with open-ended questions. The findings show that in a general overview and in the context of this study, consumers are starting to become more open and receptive to the concept of second-hand fashion, even though several prejudices and stigmas were mentioned. In terms of motivation, the need for uniqueness and vintage items, closely followed by economic and sustainable concerns were the most commonly stated motives. At last, most consumers expressed positive second-hand shopping experiences, along with its challenges, and showed a desire to be more exposed to second-hand brand marketing and advertising on social media.