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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.

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.

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.

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.

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.

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.