As Good as New: Exploring the Drivers and Barriers of Second-Hand Clothing Consumption
This article identifies enablers and barriers which impact upon second-hand textiles being perceived ‘’As Good as New.” The extent to which second-hand clothing retailers can influence upon these drivers and obstacles is also discussed. Within this article, lack of convenient shopping experience and perceptions of lower hygiene are identified as some of main barriers. Considerations for presenting and guarantying the freshness of second-hand clothing, and logically arranging and categorising second-hand clothing in both brick and mortar and online platforms, are recognized as possible solutions.
•
Overview of second-hand business models
The benchmarking report provides an overview of second-hand business models and marketplaces. It also examines the best practices for increasing reuse of textiles and decreasing textile waste from the Central Baltic region. The section on the practices provides several case examples. Furthermore, the report studies consumer nudging that seeks to improve people’s decisions by changing the way options are presented to them. Nudging has the potential to make the climate-friendly choice a more attractive option for consumers. The report is made as part of the Baltic2hand project.
•
The desk research made in the Baltic2Hand project dives into the second-hand market, its barriers and enablers, and the current state of textile waste and its reduction in the Central Baltic Region.
•
Company and Consumer Results Report
This report highlights the company and consumer research done in the Baltic2Hand project. Company and consumer interviews, as well as consumer surveys were conducted. From the analyses of this data, obstacles and opportunities in adopting circular business models, and drivers and barriers in consumer consumption of second-hand clothing in the Central Baltic region were identified. In addition, consumer personas were created.
These materials were created in the Baltic2Hand project which is an Interreg Central Baltic Programme 2021–2027 project that is co-funded by the European Union. Read more about the Baltic2Hand project.