As the world moves towards a more sustainable future and consumers begin to research more sustainable ways to consume, many turn to second hand for purchasing apparel due to its supposed minimal effect on the environment. The second hand market is rapidly growing but research surrounding the implications of its growth is scarce. This study aims to research consumer habits in the second hand fashion market in Sweden. More specifically, if the Swedish second hand consumption reflects the fast fashion way of consuming, meaning purchasing vast amounts of apparel for minimal use. The study utilizes a mixed method of collecting data, both a qualitative and a quantitative method. A survey and interviews were conducted, mapping the consumption habits of second hand apparel of Swedish people in their early twenties. The results show that second hand consumption has some similarities to the fast fashion way of consuming but there are still several differences. There were signs that the second hand market is moving towards excessive consumption practices which the fast fashion industry has been criticized for in the past. The key similarities between second hand fashion consumption and fast fashion consumption observed in the participants were impulse buying, minimal usage of products, seeking trendy items and gaining hedonic pleasure.

I dagens Sverige konsumeras årligen stora mängder kläder. Nyproduktion av textil har en betydande miljöpåverkan med bland annat stor åtgång av vatten samt mängder av kemikalier. Ett alternativ till allt nyproducerat skulle kunna vara andrahandsmarknaden för kläder.Syftet med studien är att undersöka om de kvinnliga kunderna hos butikerna Myrorna och Beyond Retro konsumerar färre nyproducerade plagg för att de konsumerar second hand- och vintagekläder.Vi har använt oss utav en kvantitativ undersökning där vi intervjuat totalt hundra stycken respondenter i anslutning till Myrorna och Beyond Retros butiker. Vidare har vi genomfört fem stycken kvalitativa intervjuer med vana konsumenter hos ovannämnda butiker, för att fånga deras resonemang bakom svaren.De kvantitativa intervjuerna visar på att en liten majoritet anser sig konsumera färre nyproducerade plagg för att de konsumerar second hand- och vintagekläder. Samt att det överhängande motivet bakom köpen var att second hand- och vintagekläder är unikt och trendigt. I de kvalitativa intervjuerna var resultatet på vår huvudfråga omvänd, och ett djupare resonemang fördes kring deras agerande. Dessa respondenter visade sig i vissa fall ha överskattat sitt konsumerande av second hand- och vintagekläder i förhållande till nyproducerade plagg.In Sweden today we are consuming large quantities of clothes. Production of textiles have significant environmental effects, including high consumption of water and chemicals. An alternative to all the new produced clothes could be the second hand- clothes market.The purpose of this study is to investigate whether the female clients of the stores Myrorna and Beyond Retro consume fewer newly garments because they consume second hand- and vintageclothes.We have used a quantitative study where we interviewed a total of one hundred respondents in connection with Myrorna and Beyond Retro stores. Furthermore, we have conducted five qualitative interviews with consumers of the above stores to capture respondents' reasoning behind the answers.The quantitative interviews show that a small majority consider themselves to consume fewer newly constructed garments when they consume second hand- and vintageclothes. The largest motive behind the purchase was that the second hand- and vintageclothes is unique and trendy. In the qualitative interviews were the result to our main question in reverse, and a deeper reasoning on their actions were disused. These respondents appeared in some cases have overestimated their consuming of second hand- and vintageclothes in relation to the newly constructed garments. / Program: Textil produktutveckling med entreprenörs- och affärsinriktning

The rapid increase in clothing consumption over the last decades has meant a significant burden on the environment. Some examples of this are the high consumption of natural resources and land, increasing amounts of carbon emissions, excessive use of toxic chemicals, polluting air, land and water and increasing amounts of waste. The average clothing consumption in Europe is far higher than the world average, especially in Nordic countries including Sweden. Adopting and encouraging more circular economies is a part of the European commission‘s strategy to achieve sustainable consumption of resources and protection for environment. The purpose of this Research is to study the possibilities of improving the practice of second hand clothes consumption in Sweden and make it more effective towards the goal of sustainable consumption and circular economies. In order to achieve this goal, it is necessary to understand the challenges and find abilities for improvement in the value chain of used clothes in Sweden, with focus on the reverse logistics system of used clothes (collection and sorting processes) as well as the market of second hand clothes. In order to achieve the purpose of the study, the conceptual framework has been formulated upon studying relevant literature and results of previous studies. Value chains of three charity organizations have been studied and empirical data have been collected through semi-structured interviews with participants from these three organizations. The empirical findings have been interpreted in relation to the conceptual framework and the results of previous studies, in order to answer the research questions. The results of the study showed potential for improvement and development in the reverse logistics system (collections and sorting processes) of used clothes, as well as in the Swedish market of second hand clothes. However, benefiting of this potential requires collaboration between all stakeholders in the value chain of used clothes, including individuals (either in a position of donors or consumers), interested businesses (nonprofit or commercial organizations), government, municipalities, politicians and finally the private sector in clothing industry.