Swedish consumers' attitudes and perception when buying second hand clothes : A qualitative study of factors that affect the purchase of second hand clothes

Problem: There are a lot of studies on second hand clothing consumption. But there are very limited studies that explore the main motivating factors for Swedish consumers to buy second hand clothes, but also dampening factors for buying second hand clothes. Purpose: The aim of this study is to explore what motives there are that influence the consumer to buy second hand clothes and contribute with an increased understanding of what factors make one not want to buy second hand clothes. Method: For this study, a qualitative and abductive approach was used. Semi-structured interviews were conducted using a convenience selection. Analysis: Analysis of data for this study was hand coded, through the transcription of the interviews recorded. The transcription was performed immediately after the interview was completed in order to have a fresh memory and to remember small details from the interview. An analysis was then carried out in connection with the various themes identified in the theory section. Conclusion: The conclusions drawn after the interviews were that the motivating factors for buying second hand clothes were price awareness, environmental awareness and hedonistic motives. The most common reason for not buying second hand clothes was fashion interest