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.

Purpose: This study investigates the hedonic shopping values of Generation Z in the context of online second-hand fashion shopping, focusing on how environmental concerns, ethical reverence, and cost considerations influence their behaviors. This study delves into the existing research gaps by examining the complex interplay between hedonic values and pro-environmental behaviors, especially among younger consumers. Theoretical background: Background and theory highlight the increasing consumer awareness regarding the environmental impacts of fast fashion, leading to a shift towards sustainable alternatives such as second-hand shopping with low costs as a priority. The sections note that this trend is particularly pronounced among Generation Z, a demographic known for their digital nativity and strong ethical consciousness. Theoretical foundations address the high consumption of textiles and the corresponding environmental impact, underscoring the importance of promoting a circular economy in Sweden. Method: The quantitative data was collected through online surveys, which yielded 388 responses and was analyzed using SPSS. The results of all four hypotheses were accepted through Cronbach’s Alpha and Pearson Correlation Coefficient, and further analyzed through a regressionanalysis. Result & Conclusion: The results showed that all four hypotheses were accepted, with Hypothesis 3 having the weakest connection regarding the hedonic shopping value in the context of online second-hand purchases. Generation Z demonstrates an ability to prioritize ethical reasons over personal reasons and pleasure in their purchases, creating a complex paradox that influenced the conclusion and led to an updated conceptual framework where ethical reverence is no longer linked to Hypothesis 1, despite the general presence of hedonic shopping value among Generation Z. Future research is recommended to compare Generation Z with other demographic groups and conduct in-depth studies to observe how behavior changes over time within the same context.

This study addresses the issue of consumers’ wish to shop more sustainable fashion butinstead turning to fast fashion (Islam et al., 2021; Silva et al. 2020; Wang et al., 2022). With that said, this study discusses and examines how marketing benefits the second-hand clothes market in Sweden. Entrenched in market studies of market-shaping, market devices and actor network theory (ANT) (Nenonen et al., 2019; Muniesa et al., 2007; Sayes, 2013), this study depicts the use of market devices in the process of shaping the second-hand clothes market in Sweden. The methodology of the thesis consists of online and offline observations throughout Arkivet’s four market devices: in-store, digital media, website and e-commerce. The results show that Arkivet’s market devices reframe the market, the products within it and the interactions between buyers and sellers, which ties in with the factors necessary for market-shaping (discovering value potential and mobilizing resources) (Nenonen et al. 2019). Based on previous market studies and the observations conducted, this study assembles a newly created model representing the role market devices assume in the process of shaping an existing market.

Denna studie syftar till att undersöka vilka faktorer som påverkar konsumentens köpbeslut inom second-hand mode. Med tanke på hållbarhet och dess aktualitet så är det ett ämne som är intressant att forska vidare på. För att konsumenten ska ställa om till ett mer hållbart konsumtionsbeteende krävs en bred förståelse för vad som påverkar ett köpbeslut. Det finns ofta flera motiv och framförallt upplevda risker bakom second-hand konsumtion. Detta på grund av att begagnade varor utgör en större risk för konsumenten i och med att de tidigare har använts. Med en förhoppning om att kunna upplysa second-hand modeföretag kring hur de kan utveckla mer effektiva strategier, valde vi att undersöka bakomliggande faktorer till ett second-hand köp. Studien har en kvalitativ ansats som bygger på fokusgruppsintervjuer med 12 second-hand mode konsumenter. För att besvara studiens syfte och frågeställningar används Means-End Chain teorin (MEC) som bygger på motivationsfaktorer. Resultatet av studien visar att de största motiven till att handla second-hand mode är hållbarhet, ekonomi, unicitet och att konsumenten får känna att de har ett ansvar. Vi använder oss även av begreppet Perceived Risks med anledningen att vi ville identifiera upplevda risker med second-hand modekonsumtion, det visade sig vara defekta varor samt returer, tillgänglighet och utbud samt struktur och hygien. Vår studie bidrar till ökad förståelse för vilka faktorer som driver second-hand mode konsumenter till köp. / This study aims to investigate the factors that influence the consumer’s purchase decisions in second-hand fashion. Considering sustainability and its current relevance, it is an interesting topic to conduct further research on. In order for consumers to transition to a more sustainable consumption behavior, there needs to be a broad understanding of what influences purchasing decisions. There are often several motives and above all perceived risks behind second-hand consumption, as used goods pose a greater risk to the consumer due to their previous usage. With the hope of being able to inform second-hand companies about how they can develop more effective strategies, we chose to investigate the factors behind a second-hand purchase. The study employs a qualitative approach based on focus group interviews with 12 second-hand consumers. To answer the study's purpose and research questions, the Means-End Chain theory (MEC) is used, which is based on motivational factors. The results of the study show that the primary motives for shopping second-hand are sustainability, economics, uniqueness, and a sense of responsibility. We also utilize the concept of Perceived Risks to identify consumers' perceived risks associated with second-hand consumption, which turned out to be defective goods and returns, availability and selection, and structure and hygiene. Our study contributes to increased understanding of which factors drive second-hand fashion consumers to a purchase.