Rebirth Fashion: Secondhand clothing consumption values and perceived risks

In recent years, the circular economy of alternative consumption models for secondhand goods has become a subject of prominence. However, very little research has been carried out to obtain an in-depth understanding of the negative or positive consumer attitudes, motivations, and values behind secondhand clothing consumption. Therefore, the aim of this study is to investigate the perceived risks and barriers to utilizing secondhand clothing and to identify the enabling and disabling factors that influence its consumption. Two empirical semiqualitative studies were carried out among secondhand clothing consumers (n=134) and non-secondhand clothing consumers (n=138) in the UK to investigate their attitudes, values, and perceptions of risk regarding secondhand clothing consumption. The study incorporated a qualitative means-end value model with a quantitative research technique to construct hierarchical value maps. The results show that consumer perceptions of secondhand fashion products and services differ significantly. The five main values identified among secondhand clothing consumers were: economic, self-expressive, hedonic, environmental, and social contribution values. Non-secondhand clothing consumers exhibited concerns about used clothing consumption due to perceived poor product quality and cleanliness, limitations in the degree of possible self-enhancement and expressibility of self-identity, and a perceived social image of the clothes as low-class and having low social acceptance. The study’s findings concerning secondhand clothing consumption values held by the market and consumers’ perceived risk dimensions can assist retailers and marketers to create a more tailored retailing and promotional strategy.