Value in second-hand fashion - Understanding consumers’ ideas

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Journal Title
Journal ISSN
Volume Title
School of Business | Master's thesis
Date
2023
Major/Subject
Mcode
Degree programme
Marketing
Language
en
Pages
58 + 3
Series
Abstract
In this thesis it was studied what the value dimensions of second-hand fashion are. As fashion is a very environmentally harmful industry, there is a need to move to more sustainable practices, such as extending products’ lifecycles by reusing them. For that reason, it is important to understand consumer behaviour in relation to second-hand fashion. The topic of the thesis was studied with qualitative methods, and data was collected with 9 semi-structured interviews with consumers. The most important findings were the following. It was detected that consumers experience seven types of benefits from second-hand fashion: functional product benefit, functional purchase situation benefit, aesthetic benefit, epistemic benefit, emotional benefit, ecological benefit, and social benefit. The benefits were developed further into three value themes: rational, experiential, and relational value. Moreover, as value constitutes of both benefits and costs, financial and non-financial costs experienced by consumers in relation to second-hand fashion were detected. The findings deepen the understanding about sustainable consumer behaviour and more specifically, about what consumers experience is the value brought by second-hand fashion, which is very important information also for the development of the second-hand fashion market.
Description
Thesis advisor
Falk, Tomas
Keywords
perceived value, consumer behavior, second-hand fashion, circular economy
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