Purpose - The purpose of this study is to investigate the underlying causes for the millennials’ engagement into reusing clothes who are characterised by both, a high consumption of second-hand clothing and a certain environmental awareness. Considered as both, a sustainable consumption practice as well as a current trend, it shall be focused in what way these aspects influence the millennials’ consumption of second-hand clothing. Design/Methodological Approach - For answering the research questions, a qualitative approach was followed including 10 semi-structured face-to-face interviews with millennials who shop second-hand clothing in Swedish charity thrift shops. Findings - The findings reveal various motivations of millennials for shopping second-hand clothing and its connection to being a current trend. It is somewhat influencing millennials that shopping second-hand clothing is a sustainable consumption practice. However, it is rather motivated to be part of the trend. In some cases it displays a justification for a higher consumption of clothing. However, environmental concerns do not appear as the primary motive. The findings lead to the assumption that shopping second-hand clothing fulfils the same needs as fashionable clothes do for the millennials. Originality/ Value - Little research has been conducted to understand the millennials’ underlying causes for engaging into second-hand shopping. Recently, they have been discovered as a cohort with a high affinity to reusing clothes. This study examined millennials’ various motivations, taking a closer look on environmental concerns as shopping second-hand clothing is considered as a sustainable consumption practice. Furthermore, it is investigated which role second-hand shopping has in the overall clothing consumption of millennials. Though the findings are not generalizable, they can serve as a basis for future quantitative research within this contemporary and relevant field in the world of textiles and clothing.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:hb-21765 |
| Date | January 2018 |
| Creators | Kiehn, Katharina, Weller Vojkovic, Antonia |
| Publisher | Högskolan i Borås, Akademin för textil, teknik och ekonomi, Högskolan i Borås, Akademin för textil, teknik och ekonomi |
| 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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