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Second-hand fashion market: consumer role in circular economy

Maria Amália Dutra Machado (Business School, Pontifical Catholic University of Rio Grande do Sul – PUCRS, Porto Alegre, Brazil)
Stefânia Ordovás de Almeida (Business School, Pontifical Catholic University of Rio Grande do Sul – PUCRS, Porto Alegre, Brazil)
Laura Chiattone Bollick (Business School, Pontifical Catholic University of Rio Grande do Sul – PUCRS, Porto Alegre, Brazil)
Gabriela Bragagnolo (Business School, Pontifical Catholic University of Rio Grande do Sul – PUCRS, Porto Alegre, Brazil)

Journal of Fashion Marketing and Management

ISSN: 1361-2026

Article publication date: 5 August 2019

Issue publication date: 9 August 2019

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.

Research limitations/implications

Limitations include participants’ selection and a single region data collection. Implications aim to help researchers to more fully understand a new and complex consumer behavior in a CE.

Practical implications

By highlighting consumers’ motivations for this kind of commerce, the practical implications of this work are the possibilities to inspire retailers to start second-hand fashion businesses. Also, policy makers can focus on engaging consumers in active roles that foster CE events.

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.

Keywords

Citation

Machado, M.A.D., Almeida, S.O.d., Bollick, L.C. and Bragagnolo, G. (2019), "Second-hand fashion market: consumer role in circular economy", Journal of Fashion Marketing and Management, Vol. 23 No. 3, pp. 382-395. https://doi.org/10.1108/JFMM-07-2018-0099

Publisher

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Emerald Publishing Limited

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