A Consumer Vision for Sustainable Fashion Practice

An Investigation of the Motivations of Second-hand Clothing Donation and Purchase

“…While previous studies (Bianchi & Birtwistle, 2010;Reiley & DeLong, 2011) have provided useful information about some of the demographic (e.g., young) and social psychological (e.g., eco-conscious) characteristics of second-hand clothing consumers, the specific drivers of second-hand purchase, especially shopping motivations, are largely unknown. In terms of shopping motivations, researchers have demonstrated a bias toward the purchase of new clothing when investigating hedonic and utilitarian motives (Allard, Babin, & Chebat, 2009;Carpenter, 2008).…”

“…In their study, college-aged females were interviewed about their consumption habits of both vintage and new clothing. The researchers discovered that a desire for uniqueness, a social psychological characteristic, was more prevalent when purchasing vintage clothing (Reiley & DeLong, 2011). Although Reiley and DeLong's (2011) study specifically pertains to vintage clothing, it seems likely that second-hand clothing, in general, would also fulfill one's need for uniqueness.…”

“…Similarly, Reiley and DeLong (2011) found that vintage clothing purchasers were likely to be young and desire uniqueness. In their study, college-aged females were interviewed about their consumption habits of both vintage and new clothing.…”

“…The decreased environmental impact of second-hand clothing purchase has appealed to these consumers (Reiley & DeLong, 2011). Environmentalists are focused on the importance for all consumers to do their part in saving the environment.…”

“…Proof of this is apparent with the prevalence of second-hand stores in close proximity to college campuses. One quality younger consumers look for in clothing is uniqueness (Reiley & DeLong, 2011).…”