This bachelor thesis examines the drivers of secondhand shopping in the fashion industry. The thesis addresses the complexity of consumer behavior and attitudes towards secondhand shopping. Through focus group interviews with consumers, the thesis has identified a gap between positive attitudes towards secondhand shopping and actual consumption behavior. The thesis reveals that economic benefits, sustainability considerations and a desire for a unique style are motivations for consumers to buy secondhand clothing. However, concerns about quality, accessibility, convenience, and store atmosphere are factors that influence consumers' purchasing decisions. To address the identified barriers and overcome the gap between attitude and action, the thesis suggests concrete improvements proposals, such as increasing the transparency of online shopping experiences, improving the cleanliness and atmosphere of the shops, and leveraging influencer marketing to reshape the negative perception that exists of secondhand. The thesis also points out several strategies that can be implemented to convey a message of increasing the acceptance and popularity of secondhand consumption, which ultimately contributes to promoting sustainability and reducing the environmental impact of the fashion industry.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:kau-99224 |
| Date | January 2024 |
| Creators | Engblom, Frida, Johansson, Jenny |
| Publisher | Karlstads universitet, Handelshögskolan (from 2013) |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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