Consumer Behavior of Young Finns Towards Second-Hand Clothing
Karhunen, Helmi (2024)
Karhunen, Helmi
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202404096088
https://urn.fi/URN:NBN:fi:amk-202404096088
Tiivistelmä
Given the growing concerns about global warming and environmental concerns this thesis looked into the growing trend of second-hand clothing consumption among young Finns as a sustainable alternative to fast fashion with-in the framework of circular economy principles. It explored the consumer behavior of 18-30-year-olds in Finland the aim being finding out whether sustainability or other factors determine their buying decisions towards second-hand clothing. To better understand the consumer behavior among the target group a quantitative research approach including an online survey was used.
Analysing both theoretical data and survey findings the research shows that the second-hand market has an important role in mitigating environmental challenges caused by the fast fashion industry, which ranks as the second most polluting industry in the world. While theoretical findings indicated a growing alignment of second-hand clothing with the principles of circular economy the survey revealed a complex picture of consumer attitudes and the actual behavior. Internal influences such as personal factors, perception, motivation, attitudes, and beliefs were found to shape buying decisions, alongside external factors including social influences, cultural values, affordability, and accessibility. Despite a positive attitude towards sustainability, the survey revealed a preference for new clothing driven by factors such as affordability and accessibility. Challenges, such as size variety, hindered the full adoption of second-hand clothing despite respondents’ awareness of its environmental benefits.
Recommendations emerged for closing the gap between sustainable attitudes and buying behavior, highlighting the need for improving accessibility, variety, and awareness of second-hand options. Continuous monitoring of consumer trends was suggested to ensure the effectiveness of initiatives promoting circular economy principles in the fashion industry. The findings underscored the interplay of individual preferences, economic restrictions, and environmental concerns in shaping consumer behavior, highlighting the importance of various approaches to promote sustainable consumption patterns among consumers.
Analysing both theoretical data and survey findings the research shows that the second-hand market has an important role in mitigating environmental challenges caused by the fast fashion industry, which ranks as the second most polluting industry in the world. While theoretical findings indicated a growing alignment of second-hand clothing with the principles of circular economy the survey revealed a complex picture of consumer attitudes and the actual behavior. Internal influences such as personal factors, perception, motivation, attitudes, and beliefs were found to shape buying decisions, alongside external factors including social influences, cultural values, affordability, and accessibility. Despite a positive attitude towards sustainability, the survey revealed a preference for new clothing driven by factors such as affordability and accessibility. Challenges, such as size variety, hindered the full adoption of second-hand clothing despite respondents’ awareness of its environmental benefits.
Recommendations emerged for closing the gap between sustainable attitudes and buying behavior, highlighting the need for improving accessibility, variety, and awareness of second-hand options. Continuous monitoring of consumer trends was suggested to ensure the effectiveness of initiatives promoting circular economy principles in the fashion industry. The findings underscored the interplay of individual preferences, economic restrictions, and environmental concerns in shaping consumer behavior, highlighting the importance of various approaches to promote sustainable consumption patterns among consumers.