| Title | Second-hand fashion market: consumer role in circular economy |
|---|---|
| ID_Doc | 28212 |
| Authors | Machado, MAD; de Almeida, SO; Bollick, LC; Bragagnolo, G |
| Title | Second-hand fashion market: consumer role in circular economy |
| Year | 2019 |
| Published | Journal Of Fashion Marketing And Management, 23.0, 3 |
| Abstract | Purpose The purpose of this paper is to investigate the role of consumer motivation in the context of the circular economy (CE) through the reuse of fashion products. Design/methodology/approach A qualitative approach was employed through ethnographic as well as in-depth interviews with nine consumers who buy used fashion products in thrift stores and street fairs in Brazil. Findings The findings are based on interrelationships and overlaps found in the integration between the three-dimensional consumer motivations to buy second-hand fashion cited in the literature. A framework showing a virtuous circle of motivations involving the consumer in an active role in the CE is proposed as a result. Originality/value This work is one of the first attempts to show the role of consumers in the CE and their motivations to engage in this active behavior. |
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