The Consumption Economy – Finding Value in Our Clothing

The fashion industry is one of the largest global polluters, with its linear ‘take-make-dispose’ supply chain model driving unsustainable consumption patterns. With over 100 billion garments produced annually, the industry contributes significantly through over-production and consumption in the multi-billion dollar industry. Overarching Question: This study investigates consumer consumption practices to understand the true ethical beliefs and values of individuals in relation to fashion purchasing, use, and disposal. Consumption practices are rarely explored by understanding consumer deeper thoughts and perceptions in second-hand retail, despite garments having an average lifespan of 3.3 years, many clothing items are unused, with 26% of garments in the UK remaining unworn (SCAP, 2021). Sub Question: The effects of the high and low value of clothing in the second-hand economy need to be investigated with the collection of empirical data of consumption practices. Predominantly unseen activity in Consumer-to-Consumer (C2C) transactions remains underexplored, executed through digital and online selling platforms. Sub-Questions: This study examines consumers’ ethical belief systems that influence second-hand purchasing behaviour. Exploring participants’ motivations when engaging in second-hand markets in physical and online spaces highlights the complexities of consumer belief systems that shape their purchasing behaviour. The findings emphasise the importance of values and beliefs playing an integral role in the second-hand market landscape, challenging traditional consumption models and shedding light on potential avenues for innovation in a circular fashion future.