Consumer Perception and Adoption of Thrift Shopping as a Sustainable Fashion

Choice
Jane Lydia M, Aakash M, Raahulraj, Yokeshwaran V.G, Yuvan Ranjan R

II MBA, School of Management, Dwarka Doss Govardhan Doss Vaishnav College, Chennai,
Tamil Nadu

Abstract
The growing influence of the fashion industry on the environment has resulted in a
requirement for sustainable methods of consumption. Second-hand fashion consumption in
the form of thrift shopping is a suitable alternative for minimizing textile waste in a circular
economy setup. Consumer perception towards the adoption of thrift shopping for sustainable
fashion is a topic explored in this research.
Data collection involved the use of a structured format questionnaire. Statistical methods such
as multiple regression analysis, correlation analysis, and mean ranking techniques were
employed to interpret results. The results show that though consumers have positive attitudes
towards thrift shopping in relation to environmental considerations, affordability, and
acceptable product quality, they do not have positive impacts on future purchase intention.

Introduction

The apparel industry is one of the largest contributors to the degradation of Earth’s
Environment. High production levels, the amount of resources used, and the sheer volume of
waste created by textiles are the main reasons for this. The rise of fast fashion has accelerated
the unsustainable habits of consumers, by promoting the idea of fast purchasing and disposal
of garments. Now, consumers, researchers, and policymakers alike are all concerned about
Sustainability. Thrift shopping (the act of purchasing used clothing) has become a
Sustainable way to consume instead of purchasing from Fast Fashion. By giving a longer
period (by extension) to Apparel, Thrift Shopping reduces textile waste, and promotes
Sustainable practices through the Circular Economy (reuse, responsible consumption, etc.).
In the past few years, thrift shopping has gained renewed popularity and attention especially
amongst younger consumers due to social media increasing the awareness of Environmental
issues and changing the perception of “second-hand clothing” to be viewed as trendy,
affordable, and ethical. Despite increased awareness and positive perceptions towards thrift
shopping Adoption will continue to be inconsistent. This is due to the fact that while a large
percentage of Consumers understand the benefits of thrift shopping for the Environment, they
still have concerns around the hygiene and quality of a second-hand item, whether it will be
accepted in a social setting, and the convenience/timeliness of finding second-hand items.
Therefore, it is critical to fully understand the factors that influence a Consumer’s decision to
adopt thrift shopping. This study aims to examine consumer perception, identify influencing
factors and barriers, and assess the role of sustainability concern and social media in shaping
thrift shopping purchase intention.
Problem Statement
The concept of secondhand clothing as an eco-friendly replaceable to the fashion industry is
extensively marketed yet remains relatively unpopular among customers. Customers are
knowledgeable about the environmental effects of secondhand clothes and view them
positively, but their behaviours toward purchasing them do not follow those beliefs. There
continue to be hygiene, product quality, social appeal and convenience concerns that are
barriers to the use of secondhand clothing for consumers. There is also a significant gap in the
level of sustainability concern among consumers and their desire to buy secondhand clothing.
This research will investigate how consumers perceive secondhand clothing, what influences
their buying decisions, and what prevents them from purchasing secondhand clothing.
Research Objectives

1. To examine consumer awareness and perception of thrift shopping as a sustainable

fashion option.

2. To identify factors influencing the adoption of thrift shopping.

3. To analyze barriers affecting thrift shopping purchase intention.

4. To study the influence of social media on thrift shopping behavior.

5. To assess the relationship between sustainability concern and thrift shopping purchase
intention.

Significance of the Study

This research enhances our knowledge of sustainable fashion consumption by exploring
consumer perception and buying behavior concerning thrift shopping, which can clarify
sustainability awareness-behavior gaps. The results of the research can inform retailers and
commercial marketers on online secondhand fashion promotion strategies. Policymakers and
sustainability activists can also use the findings to develop policies and programs to
encourage responsible fashion purchasing behavior.

REVIEW OF LITERATURE
Machado et al. (2019) - Second-hand Fashion Market: Consumer Role in Circular
Economy

The present study presents an analysis of the role of consumers as participants within the
circular economy by investigating second-hand fashion consumption and detailing how
purchases of previously owned clothing contribute to sustainable development via reuse
behaviours by consumers. Through qualitative methods, specifically ethnographic methods
(observation) and an extensive interview process with nine individuals who purchase second-
hand clothing items from thrift stores and flea markets throughout Brazil, this research
reveals three interdependent consumer motivation factors -- (1) environmental awareness; (2)
economic savings; and (3) social responsibility -- which drive consumers to engage in
second-hand clothing consumption behaviours and to adopt sustainable practices. These
motivation factors support one another to facilitate waste reduction, reduce consumer costs,
and provide consumers with the ability to express their identity and establish themselves as
responsible members of society and a component of circular economy operations. The
authors propose a conceptual model of a virtuous cycle through which these motivation
factors increase ongoing participation in second-hand clothing consumption and support the
longevity of the products through the sustainability of the systems. The authors acknowledge
that there are limitations to the generalizability of their findings due to the small size of the
sample and region-specific focus of this study.

Hur & Cassidy (2019) - Rebirth Fashion: Secondhand Clothing Consumption Values
and Perceived Risks

The research aims to identify differences in consumer values and the perceived risks
associated with purchasing and using second-hand apparel through a circular economic
model by exploring both positive and negative views of buying and wearing second-hand
[Link] two semi-qualitative empirical studies, one consisting of second-hand apparel
buyers (n = 134) and another consisting of non-buyers (n = 138), participants provided
qualitative responses regarding their experiences with second-hand clothing. The researchers
then used a means-end value model in combination with quantitative data to create
hierarchical value maps for both groups. As a result of the analysis, the researchers identified
five primary reasons why second-hand clothing customers purchase second-hand clothing—
financial savings, self-expression, pleasure from wearing second-hand clothing, awareness of
environmental issues, and contribution to the community. Conversely, the primary perceived
risks regarding second-hand clothing are poor quality, hygienic issues, inadequate self-
expression, and negative associations regarding low social status and acceptance. In
summary, this research shows that perceptions of second-hand fashion products or services
vary greatly between buyers and non-buyers. Therefore, understanding the consumption
values and perceived risks of each group will enable retailers to create effective retail and
marketing strategies to promote the purchase of second-hand fashion.

McNeill & Moore (2015) - Sustainable Fashion Consumption and the Fast Fashion
Conundrum: Fashionable Consumers and Attitudes to Sustainability in Clothing
Choice

The article seeks to explore the tension between sustainable fashion consumption and the
continuing appeal of fast fashion by focusing on the sustainability views of consumers and
their impact on their consumer behaviour in terms of their clothing consumption. using the
developmental theory model, the article examines what consumers who are interested in
fashion perceive as ethical and sustainable fashion and how those perceptions influence their
purchasing behaviour. the results reveal three distinctive groups of consumers: self
consumers who focus on pleasure and gratification for themselves, social consumers who are
motivated by social status and the approval of others, and sacrifice consumers who aim to
minimize their environmental and ethical footprints. fast fashion is understood and
experienced differently by each of these consumer segments that presents a significant
challenge for the adoption of sustainable apparel products. the work highlights that the
tension between the needs for fast fashion and sustainability needs to be understood as being
different between consumer segments and that sustainable fashion marketing strategies need
to be tailored to fit the motivations and values of each segment. ( McNeill & Moore, 2015).

Shuai Yang et al (2017) - Sustainable Retailing in the Fashion Industry: A Systematic

Literature Review
This study has conducted an extensive literature review of existing research on sustainable
retailing within the Fashion Industry and has identified significant gaps in previous research
focusing specifically on the retail aspect of the Fashion Supply Chain. The Authors have
performed a systematic Content Analysis to identify key areas of focus in the field due to the
rapidly changing nature and increased importance of sustainability in the industry. This
review has identified the following major areas of research: the sustainable retailing practices
of Fast Fashion/ Disposable Clothing, Slow Fashion Models, Green Branding/ Eco-labeling,
Second-Hand Fashion Retailing, Reverse Logistics, and the Opportunities for Sustainability
Initiatives Presented by E-commerce. The study also revealed that there is an enormous lack
of empirical research on the topic of Sustainable Retailing in developing markets, indicating a
need for further research to be conducted globally and contextually. Overall, this study
provides a comprehensive picture of the current Research Trends and Research Gaps with
regards to Sustainable Retailing and contains valuable information to assist Academics and
Practitioners create more Sustainable Initiatives in the Fashion Retailing sector.

Mobarak et al. (2025) – Second glance: exploring consumer shifts to thrift shopping and
perception of second-hand fashion

This study dives into why more people are turning to thrift shopping and how the way we see
second-hand fashion keeps changing. The authors dig into what’s really driving this shift —
it’s not just about money. They look at the psychological reasons, social influences, and
economic factors that push people to give pre-owned clothes another look. They gather survey
results and mix in real stories to show how attitudes are moving. Turns out, people care a lot
about sustainability, saving money, and finding something unique. Those are the big reasons
thrift shopping is catching on. The old stigma around wearing used clothes? That’s fading,
especially with younger shoppers. Social media and influencers play a huge part in changing
minds, too. Now, more shoppers see thrift shopping as an ethical choice, not just something
you do when you’re short on cash. Second-hand fashion isn’t just a quirky trend anymore —
it’s going mainstream. The authors point out that retailers and policymakers can use this shift
to boost circular economy practices. This research matters because it sheds light on how our
habits are changing in support of sustainable fashion.

Sorensen & Jorgensen (2019) – Millennial perceptions of fast fashion and second-hand
clothing

In this study, the views on Fast Fashion of Millennials were compared to Second Hand
Clothing using Q methodology. The objective of the study was to gain an understanding of
the various subjective views and patterns of preference expressed by Millennial consumers
toward fast fashion and second-hand clothing. Participants of the study were requested to rank
various statements related to Fashion, Sustainability and Values for Consumption. The
outcomes of the study determined that there are various segments among Millennial
consumers with regard to how they value their clothing and the means by which they purchase
their clothing. Though Millennials care about the environment, often their shopping habits are
contradictory to those values. Millennials generally have positive views towards Second-hand
Clothing in terms of the sustainability benefits of Second-hand clothing. However, their views
towards Second-hand Clothing are generally negative in terms of Hygiene and Availability.
The findings of this research highlight the existence of a gap between one's Attitude and
Behaviour with regard to sustainable Fashion Consumption and how the Social Norms and
Perceptions of Peers greatly influence Clothing Choices. The research provides an in-depth
view of Millennials' Attitudes towards Fashion and provides a great deal of information on
intergenerational differences with respect to Sustainable Apparel Adoption.

Kiehn & Weller Vojkovic (2018) – Millennials’ motivations for shopping second-hand
clothing

Through qualitative research using in-depth interviews, this study examines what drives
millennials to buy used clothing as part of their sustainable consumption practices. The study
found three main factors driving millennials to buy second-hand clothing: 1) their concern for
the environment, 2) the economic benefit of buying used clothing, and 3) their desire for
individuality. Millennials see second-hand shopping as a way to combat the overconsumption
of clothing and the fast fashion industry. The study also found that an individual’s ethical self-
identity is a key factor in determining their willingness to buy used clothing sustainably. As
social acceptance grows and the cultural narrative around second-hand shopping changes, the
barriers perceived by millennials to shopping second-hand decline. Despite these positive
changes, there are still barriers to purchasing second-hand clothing such as limited size
availability and the time it takes to find a good deal. The authors conclude that second-hand
shopping has both functional and symbolic benefits. This study adds to the body of
knowledge on sustainability by connecting the behavioural aspects of consumption with the
formation of individual identities, thereby providing foundational knowledge for
understanding value-driven fashion purchasing behaviour.

Arora & Chaudhary (2026) – Sustainability perspective in apparel purchase decisions

This study digs into how people actually think about sustainability when they buy clothes.
The researchers wanted to figure out what shoppers know, how they feel, and what they
actually plan to do when it comes to sustainable fashion. They sat down with people for in-
depth interviews and sorted through the stories to find patterns. What stood out? More and
more people get that buying clothes affects the planet and society. But let’s be honest—when
it comes to actually pulling out their wallets, things like price, quality, and brand still matter
more than sustainability. There’s this clear gap: folks might care about the environment, but
that doesn’t always show up in what they buy. Trust plays a big role. People tend to go for
brands they believe in, especially if those brands are upfront about what makes their clothes
sustainable. Still, shoppers get tripped up by confusing claims and greenwashing. They want
to do the right thing, but it’s hard when every label says something different. The authors
point out that better education and clearer info could make a real difference. By focusing on
India’s market, this study brings out why buying ethical fashion isn’t so simple—and why
understanding what drives those choices actually matters.

Preece & Schultz (2025) – Nudging Sustainable Fashion Consumption

This report studies the impact of behavioral nudges on consumers’ decisions to buy
secondhand clothing. The researchers classify consumers based on their likelihood to
purchase secondhand. They study the use of sustainable nudges (or cues) and social norms to
encourage the purchase of secondhand clothing, using both surveys and experiments. The
research shows that consumers who are moderately interested in sustainability respond most
positively to nudges. Consumers who have a very high interest in sustainability need less
nudge intervention to purchase secondhand clothing. Consumers who are less interested in
sustainability tend to resist buying secondhand. Both social proof and environmental impact
information can dramatically increase the likelihood of consumers purchasing secondhand
clothing. The research supports targeted nudging strategies for encouraging sustainable
fashion. The research demonstrated the importance of consumer segmentation when creating
sustainability marketing campaigns. The findings highlight how behavioral economics can be
used to promote ethical consumption. The research provides insights for developing policies
and marketing strategies to support circular fashion.

Patel-Qadir (2025) – Secondhand clothing in a collegiate community of practice

This study takes a close look at how college students buy and wear second-hand clothes,
treating it as something they do together, not just as individuals. Using an ethnographic,
qualitative approach, the research digs into the real habits students have when it comes to
sustainability. What stands out is how much friends and shared beliefs drive second-hand
shopping. For a lot of students, thrifting isn’t just about saving money—it’s also about doing
the right thing. Community spaces like thrift stores and clothing swaps matter a lot here;
they’re where these habits really take root. Students pick up sustainable habits from each
other, not in isolation. Many see second-hand clothes as a way to show off their creativity and
realness. The study underlines how important a sense of community is for building these
habits. It adds a fresh perspective to sustainability research that focuses on what people
actually do, not just what they say. If you want to understand how young people start making
more sustainable choices, this research really matters.

RESEARCH METHODOLOGY
Research Objective

● To study consumer awareness and perception of thrift shopping as a sustainable

fashion option.
● To identify factors influencing consumer adoption of thrift shopping.
● To examine the influence of social media on thrift shopping behaviour.
● To assess the relationship between sustainability concern and thrift shopping purchase
intention.

Research Design:

This study takes a descriptive and analytical approach. It looks at how much people know
about thrift shopping, what they think about it, and whether they actually choose it as a
sustainable fashion option. It also digs into how things like concern for sustainability connect
to the intention to buy. The research is cross-sectional, which means all the data comes from
one moment in time, gathered through a structured questionnaire.

Data Collection Method:

We gathered the main data with a structured questionnaire on Google Forms. The survey
asked people about their awareness, opinions, habits, and what holds them back from thrift
shopping, all on a five-point scale. We used convenience sampling and ended up with 124
valid responses, which we analyzed in RStudio.

Sampling Method

A convenience sampling technique was utilized in the study, whereby the sample respondents
were chosen for inclusion in the study based on their relative ease of access and willingness
to participate in the research. Given the exploratory nature of this study regarding consumer
perception toward thrift shopping, this sampling technique was selected due to limited time
available for research purposes.

Data Analysis Technique

- Data coded and analysed in RStudio.

- Demographic characteristics and consumer levels of awareness were analysed using

descriptive statistics (frequencies and means).

- A correlation analysis was conducted to establish if there is an association between

sustainability concern and the intention to purchase thrifted products.

- A multiple regression analysis was employed to determine which factors influence

consumer behaviour toward adopting thrift shopping.

- The mean ranking analysis was performed to rank each influencing factor in terms of its
relative importance to the consumer's adoption of thrift shopping.

RESULT & INTERPRETATION

Demographic Profile of Respondents:

Variable Interpretation

Age Group Most respondents fall within the 18–22 and 23–27 age groups,
indicating that the sample predominantly consists of young adults.

Gender The sample shows a slight predominance of female respondents

compared to male respondents.

Occupation A majority of respondents are students and employed individuals,

reflecting participation mainly from students and early-career
professionals.

Purchased Most respondents indicated that they have previously purchased

Thrift Before thrifted fashion products, suggesting prior exposure to thrift shopping.

Monthly Fashion The majority of respondents spend between ₹1,000–₹3,000 per

Spend month on fashion products, indicating a moderate level of fashion
expenditure.

Analysing factors influencing consumer adoption of thrift shopping

Interpretation:

We ran a multiple linear regression to figure out what drives people to try thrift shopping.
Honestly, the results just didn’t land. The model itself wasn’t significant (F = 0.55, p > 0.05)
and only accounted for 2.1% of why someone might plan to buy thrifted items in the future.
Not one of the factors we tested—awareness, affordability, quality perception, environmental
concern, or social media influence—showed any real impact on whether people go for thrift
shopping or not.

Analysing environmental concern Vs future purchase intention

Interpretation
We ran a Pearson correlation to see if people who believe thrift shopping cuts down on textile
waste are more likely to buy secondhand clothes in the future. Turns out, there’s a slight
negative link between the two (r = -0.119), but it’s not significant (p = 0.174). So, just caring
about the environment doesn’t really push people to buy thrifted fashion.

Mean Ranking of Factors Influencing Thrift Shopping Adoption

Rank Factor Mean Score

1 Reduces Textile Waste 4.05

2 More Affordable than Fast Fashion 4.00

3 Acceptable Quality 3.98

4 Social Media Influence 3.97

Interpretation:
Using mean rankings methods, we were able to evaluate what had the greatest influence on
consumers adopting thrift stores for shopping, and we determined that out of all the influences
examined, environmental responsibility (the act of decreasing the amount of discarded
textiles) had the greatest impact on consumers' decisions. The second most influential factor
was affordability when compared to fast fashion; third was satisfaction with product quality.
The least influential factor for most consumers when deciding to shop at thrift stores was their
social media presence and influence.

Suggestions
1. Environmentally conscious thrift shops & platforms should promote their role in reducing
textile waste and pollution.
2. Higher quality assurance & better hygiene standards will create consumer credibly leading
to repeat purchase behavior.
3. Ongoing attention to affordability and value for money will be important as price will
remain the main driver to adopt thrift shopping.
4. Social media advertising techniques, such as collaborating with influencers, utilizing
customer testimonials, and providing easy access will foster acceptance and visibility of thrift
shopping within the 18-30 demographic.
5. Increased access to trustworthy and accessible online thrift stores will increase adoption
rates and create more prolonged engagement with thrift shopping.

Conclusion

The research indicates that thrift shopping is becoming an increasingly popular and
acceptable option for consumers as a sustainable fashion choice, particularly among young
adults. The results also indicate that consumers have high levels of knowledge about, and
view thrift shops positively for, their environmental benefits, reflecting the increasing
acceptance of thrift shopping as a solution to textile waste. Mean ranking results indicate that
environmental concern and affordability are the most significant reasons for adopting thrift
shopping; however, social media and perception of quality play less significant, but
supportive, roles in consumers' decisions to purchase from thrift shops. The results also
indicate the existence of a gap between consumers' sustainability concern and future purchase
intentions, suggesting that awareness alone does not guarantee ongoing purchases. The
overall findings highlight the need for a combination of sustainability messaging and
improved consumer experience to encourage the long-term use of thrift shops as a sustainable
fashion option.

Limitations of the Study

● Using the convenience sampling method may impact the generalization of results.
● The survey data were based on self-reported responses, which could have been influenced
by response bias.
● The research utilized a one-time cross-sectional approach to identify consumer perceptions
at a single point in time.
● Participants were mainly young adults, therefore this age group may not accurately reflect
other age groups.
● The study was limited in scope by selecting certain variables and did not account for all
variables that may have impacted thrift shopping behaviours.

Citation
● Machado, M. A. D., Almeida, S. O. D., Bollick, L. C., & Bragagnolo, G. (2019).
Second-hand fashion market: consumer role in circular economy. Journal of Fashion
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● Hur, E. (2020). Rebirth fashion: Secondhand clothing consumption values and
perceived risks. Journal of Cleaner Production, 273, 122951.
● McNeill, L., & Moore, R. (2015). Sustainable fashion consumption and the fast
fashion conundrum: fashionable consumers and attitudes to sustainability in clothing
choice. International journal of consumer studies, 39(3), 212-222.
● Yang, S., Song, Y., & Tong, S. (2017). Sustainable retailing in the fashion industry: A
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● Mobarak, N. A., Amin, N. A., Abdel-Mohssen, A., Sharif, A., Halim, Y. T., &
Brickman, K. (2025). Second glance: exploring consumer shifts to thrift shopping and
perception of second-hand fashion. Future Business Journal, 11(1), 88.
● Sorensen, K., & Johnson Jorgensen, J. (2019). Millennial perceptions of fast fashion
and second-hand clothing: an exploration of clothing preferences using Q
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● Kiehn, K., & Weller Vojkovic, A. (2018). Millennials motivations for shopping
second-hand clothing as part of a sustainable consumption practice.
● Arora, N., & Chaudhary, S. (2026). Exploring the sustainability perspective in the
apparel purchase decision of customers: a qualitative study. Social Responsibility
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Segmenting Consumers by Propensity to Purchase Second-Hand Clothing. Advances
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● Patel-Qadir, D. (2025). Donning the Habit of Sustainable Consumption: Acquiring
Secondhand Clothing in a Collegiate Community of Practice.