The diploma thesis deals with the identification of the important factors of the shopping environment that influence the consumers during their purchase. In the theoretical part, literature in relation with the retail, merchandising and shop-ping environment is discussed. To obtain the data, an industry analysis in the Czech Republic and a mystery shopping in the selected second hand shops were executed. A quantitative survey was supplemented by a qualitative survey that was processed in a form of controlled interviews. The results from the acquired data were used as recommendations for the second hand shops owners and a concrete plan including changes in a calculation has been developed for Bellitex s.r.o.

Purpose - The purpose of this study is to investigate online shopping experiences and the perception of used goods among Millennials. This paper will assess how different aspect influences the Millennials' consumption of second-hand goods in a sustainable manner and regarding their decision-making process.  Design/methodology/approach - To address the research questions, qualitative methods were used, including 24 semi-structured interviews with Millennials between 22 and 36 years old, who shop second-hand on Swedish online marketplaces.  Findings - The findings reveal various experiences of Millennials when buying and selling used goods online, and the reason for it being considered a trend today. Young people prefer to buy and sell used goods online, and favor Facebook Marketplace over other platforms. Moreover, Millennials are being influenced by the idea that buying and selling used goods is sustainable consumption. The affordable prices, however, are more motivating. In most cases, Millennials made sustainable buying decisions without considering sustainability. It does not appear that environmental concerns were a primary factor in these decisions. When selling used products, on the other hand, the factor of sustainability outweighs the factor of making money. These findings suggest that different motivations play a role in Millennials' buying and selling of used goods. Practical implication - The Millennial generation is highly interested in buying and selling second-hand goods online. As a result of this trend, "traditional" companies need to expand their offerings to attract and retain this customer group. Furthermore, they should also consider the different motivational factors involved in buying and selling used products. Originality/value - This study examined Millennials’ various experiences, taking a closer look at environmental concerns while buying and selling second-hand goods online. Furthermore, it is investigated which role the decision-making process has in their overall consumption of used goods.

As new styles rapidly replace the old and garments are discarded, fast fashion and clothing consumption contribute to a serious and negative environmental impact. Previous research and fast fashion’s negative sustainability consequences all imply that a change is required. Peoples’ desire “to fit in” and the resulting clothing consumption has to find its solution, and second hand consumption is suggested as a viable answer. But, to buy pre-loved garments has been considered inconvenient, time-demanding and unappealing. These attitudes towards a more sustainable consumption behavior therefore becomes a barrier to a circular fashion economy. Consequently, companies are trying to develop and offer new services that could improve the situation. One of these marketplaces are Consumer to Consumer (C2C) apps, which connect sellers and buyers of second hand items through their user accounts, meaning that the company behind the service is not involved in the transaction other than as the supplier of the software.       Previous research suggests that people's intentions towards pursuing a desired consumer behavior is positively encouraged by gamification elements. Despite this, C2C apps on the Swedish market do not use these features to promote second hand consumption. Within gamification, there are a myriad of elements and tools to choose from, where three of the most commonly used gamification elements to improve attitudes are points, badges and leaderboards, also known as the PBL triad. The Theory of Planned Behavior (TPB) states that attitude towards the behavior, together with subjective norm and perceived behavior control are the components that affect an intention to engage in a behavior, which predicts whether individuals will actually perform the behavior. Based on these considerations, this thesis identified a research gap in how gamification can affect Swedish consumers’ attitude towards using C2C apps gamified with points, badges and leaderboards. We examine how this attitude, subjective norms and perceived behavioral control, influence their intentions to use these apps. This formulates the studies research questions “ How are Swedish consumers’ attitudes towards using a C2C app affected by the gamification elements points, badges and leaderboards? and How are Swedish consumers’ intentions to use a gamified app to make wardrobe updates affected by their attitudes towards it, subjective norms and perceived behavioral control?”  To examine this issue we developed a survey to collect information about Swedish consumers’ attitudes and potential behavioral intentions to use a gamified C2C app.  The data analysis proves that all three elements in the PBL triad are able to positively affect consumer attitudes. Also, the behavioral predictions stated by the TPB were supported by all three components; consumers' expectations regarding subjective norms and behavioral control, with attitude towards the behavior being the strongest predictor.

For some time now, the fashion industry has been a big contributor to humanity's carbon emissions. If we are to become a more sustainable society and cut down on our pollution, this industry needs to be reformed. The clothes we wear must be reused to a greater extent than today. Unfortunately, a big part of the Swedish population experiences a lack of available items on the second-hand market. This paper presents a proof-of-concept application that could be a possible solution. The application scans online second-hand websites and separates composite ads into new, separate, ads. This makes it easier for potential buyers to find the items they are looking for. The application uses a web scraper written in Java combined with a convolutional neural network for classification. The CNN is a modified version of the ResNet50 model which is trained on a dataset collected from a Swedish second-hand site. At the moment the network supports 5 types of clothing with an accuracy of 86%. Tests were performed to investigate the potential of scaling up the model. These experiments were made using a 3rd party dataset called deepFashion. This dataset consists of over 800,000 images of clothes in different settings. The tests indicate that given a larger dataset the model could handle up to 31 classes with an accuracy of at least 57% and possibly as high as 76%. This evolved model did not produce any meaning full results when tested on real second-hand images since the deepFashion network mostly consists of clothes worn by models. Further research could see this application evolve into one that could sort ads on not only type, but colour, material and other properties to provide even more exhaustive labels.

Within the retail sector, two sections have grown drastically with the help of each other in the past decade. Those two sections include online retail and second-hand retail. Online retail has grown remarkably due to the implementation of online atmospherics. This phenomenon led to the purpose of this study: to observe the online atmospherics present in online second-hand retail. To achieve this purpose, the literature related to online retail, target audience, motivations of consumers, reselling, and online second-hand apps was explored. For this study, five online second-hand retail sites were chosen. Eighteen of the most common online atmospherics were observed to be present, not present, or unable to determine in these online second-hand retail sites. Results showed notable findings including the importance of white space. Based upon the results of this study, managerial implications are offered.

Introduction: The second hand market for apparel is a good alternative for making sustainable purchases, given that it does not contribute to textile waste to the same extent as the fast fashion industry. Consumers are aware of the current environmental issues, however they do not always act according to their knowledge. Therefore, this study is devoted to examine the possibility to increase the consumer’s participation in the second hand market for apparel, as a solution to the problem of textile waste. Purpose: The purpose of this study is to examine how influencer marketing can be used in order to increase the participation in the second hand market for apparel. Further, this paper examines the impact of the factors of price, environmental awareness and quality on sale and purchase of second hand apparel. Method: To implement this study both quantitative and qualitative methodologies have been used. For the quantitative part surveys have been constructed, to get a broader view of the consumer behavior. Furthermore, interviews with different consumers were held for the qualitative part, to get a deeper insight in the consumer behavior. The collected data has later on been a support for the analysis. Conclusion: This study shows that influencer marketing can indeed increase the participation on the second hand market for apparel, by increasing environmental awareness among the consumers. Moreover, the most influential factors are quality when purchasing, price when selling and environmental awareness both when purchasing and selling. Introduktion: Andrahandsmarknaden för kläder är ett bra alternativ om man vill fatta hållbara köpbeslut, då det inte bidrar till textilavfall i samma utsträckning som fast fashion industrin. Konsumenter är idag medvetna om befintliga miljöproblem, men det är inte alltid de handlar i enlighet med sin kunskap. Därför är denna studie egnad åt att undersöka möjligheten att öka konsumentens deltagande på andrahandsmarknaden för kläder som en lösning till textilavfallsproblemet. Syfte: Syftet med denna studie är att undersöka hur influencer marketing kan användas för att öka konsumentens deltagande på andrahandsmarknaden för kläder. Vidare, undersöker denna studie tre faktorers påverkan på köp och sälj av andrahandskläder. Dessa faktorer är pris, miljömedvetenhet och kvalitet. Metod: För att genomföra den studie har både kvantitativ och kvalitativ metod används. Till den kvantitativa delen har enkäter skapats för att få en bredare bild av konsumentens beteende. Vidare har intervjuer hållits med olika konsumenter till den kvalitativa delen. Detta har gjorts för att få en djupare insikt i konsumentens beteende. Den data som har samlats har senare varit stöd för den analys som har gjorts. Slutsats: Denna studie visar att influencer marketing kan användas för att öka kundens deltagande på andrahandsmarknaden för kläder och detta genom att öka miljömedvetenheten bland kunderna. Dessutom visar studien att kvalitet är den faktorn som har störst inflytande på köpande, samtidigt som pris har störst effekt på säljande. Slutligen har miljömedvetenhet ett relativt stort inflytande på både köp och sälj.

Environmental tobacco smoke (ETS) is a serious public health threat. Residual ETS in vehicles unknowingly exposes future occupants to environmental tobacco smoke. Reducing or removing exposure to ETS has been proven to reduce long-term health complications. This quasi-experimental study investigated 5 cleaning methods and their effect on air particulate matter2.5 (PM2.5) along with the correlation between air nicotine levels and PM2.5 levels. Study variables included cleaning methods as the independent variable, and changes in air nicotine and PM2.5 levels as the dependent variables. This study is framed within primary prevention and risk reduction based on the harm reduction theory. The harm reduction theory professes that when a hazard cannot be completely removed, methods to reduce the social and personal costs associated with the hazard should be developed. Fifty vehicles were placed in 5 groups: car wash vacuumed, shop vac vacuumed, air change, hand held vacuumed, and Hepa filtration air cleaned. Nicotine and PM2.5 levels were measured before and after cleaning. A Wilcoxon ranked test analysis of the data showed all methods of cleaning studied had a statistically significant decrease in both air nicotine (Z = -6.154, p < .001) and PM2.5 levels (Z = -5.934, p < .001). Kruskall-Wallis analysis showed no statistical significance between cleaning methods. Correlation analysis determined no correlation between nicotine and PM2.5 (r value = <.3). Results of this study provides public health program professionals with information linking cleaning methods to reduction of exposure to ETS. Positive social change comes when programs are developed to training and education people to reduce their exposure, resulting in an increase in health and a decrease in medical costs.

Background The online second-hand fashion market is a growing market that can be promoted with the help of social media and influencers. Influencers can help with store promotion as well as to promote sustainability and, therefore, promote this alternative fashion consumption style. Furthermore, in social media marketing videos, the aspects of education, entertainment, and esthetics have been noted to be important dimensions to consider.  Purpose This study aims to describe what aspects of influencer marketing videos appeal to consumers in the second hand fashion online store market. Methodology The study took the form of a descriptive and qualitative study in order to describe what aspects of the dimensions of education, entertainment and esthetics appeal to consumers in the second hand fashion online stores. A pilot study with two participants was conducted in order to ensure that the interview guide was understandable for the main study. Six participants took part in the main study with online interviews. Findings The empirical data contributed to the consideration of the most relevant aspects within each dimension. In education, these were the type of information, the message delivery and the deliverer. For entertainment, this was the influencer’s personality and engagement. For esthetics, the visuality of the video was evidently to be considered.  Conclusion The findings contribute to describing an appealing influencer marketing video from all of the three dimensions. For education, the importance lies in the delivering verbal information about sustainability and about the online store, as well as the influencer’s trustworthiness and persuasiveness. The findings of education are highly context specific for the second hand fashion market. Similarly, the persona was important regarding the perceived entertainment, as energetic and engaging persona successfully engaged, together with the aspect of suitable and interesting plot. For esthetics, the visuality, such as basic colors and short text were perceived appealing, as well as the style of the influencer.  The dimensions of entertainment and esthetics, however, act more as enhancing dimensions for the appeal, and education can be seen as an important appealing factor on its own. Moreover, for all dimensions the influencer has a central role for how the content and the marketing video is perceived by the audience.

The environmental issues in the world are critical and sustainability becomes more important. There is a certain lack in the textile industry, where the production of clothes is responsible for water pollution, landfill waste and greenhouse gas emission. A more sustainable way of consumption is required, and one way is to shop for pre-owned and pre-used clothes. The demand for second-hand goods rapidly increases and the market is expected to continue to grow the next coming years. Internet has opened up for a new marketplace and the number of Peer-to-Peer (P2P) platforms increases and become more and more popular to buy and sell second-hand through. Generation Z are the young consumers that were born with technology, and this has led to a change in young people’s behavior, and attitudes and lifestyle which need to be perceived differently from previous generations. However, there is still a lack of research regarding Gen Z as consumers and no previous research has focused on their behavior when it comes to Online Second-hand Shopping Clothes (OSSC) using digital P2P platforms. Hence, this led us to our research question “What are the motives for Generation Z to shop second-hand clothes on digital P2P platforms?”. The aim is to give important insights to managers who are developing marketing strategies in the environment of OSSC, through exploring motivations and dimensions that could impact the behavior of this amongst Gen Z. We also want to give insights of OSSC through not only incorporating theories on shopping motivations, but also include Impulsive Buying Tendency and Perceived Risk. Based on theories of motivations towards Second-Hand shopping such as economical, ideological, fashionability, convenience, ethical and theories of Impulse Buying Tendency and Perceived Risk we constructed a conceptual framework with several hypotheses. To answer our research question and achieve our research purpose we conducted a deductive quantitative study where we through a web survey targeted people born in Gen Z who had experience of OSSC. The findings revealed that as a motive in our baseline regression analysis, ideological and convenience was significant. In our analysis on bivariate correlation, convenience and ethical motives was significant. In the multiple regression with multiple-items measures, convenience was the only significant motivation. Perceived Risk was only significant in our alternative model where it would affect the consumers perception of monetary spending on OSSC. We found no support that fashionability and impulse buying traits are motives for OSSC. Economical motives were not found to be significant as a motivation, but it can be considered a hygiene factor for OSSC. In conclusion, the findings reveal that all motives are important in different aspects, but convenience and ethical motives are strongly supported to be important drivers towards OSSC amongst Gen Z.

The user experience of online shopping for clothes vastly differs if the purchase is from a person (C2C) or from a company (B2C). B2C shopping features highly automated systems that make for smooth experiences for payment and shipping. C2C second-hand marketplaces traditionally act as mediators and merely provide their users with a chat to communicate with each other. Payment and delivery of the item are left for the seller and the buyer to handle themselves, a process with a lot of user experience friction. Too much friction can make a user refrain from the purchase and buy new items from a company instead of second-hand ones from a person. Improving the user experience of customer to customer shopping can make more people buy used clothes and contribute to a more sustainable fashion industry. This thesis suggests how a system for shipping can be implemented in an online marketplace to make it feel more like B2C for the buyer. Conducted user research showed what the users prioritize in a shipping alternative. An interface was designed that adds automated systems for the delivery process and removes the need for communication with the other party of the purchase. The thesis shows that it is possible to design a C2C marketplace that provides the buyer with information about the shipping, handles the payment for it, and orders the shipment from a freight company. The experience is not only improved for the buyer but also for the seller, which increases the chance of the seller wanting to list their clothes on the platform.