Which factors influence consumers in Belgium in their decision to purchase second-hand clothing?

Details

Supervisors

Schuiling, Isabelle

Faculty

Louvain School of Management

Degree label

Master [120] : ingénieur de gestion, à finalité spécialisée

Abstract

The fashion industry is one of the most polluting in the world. Whether socially or ecologically speaking, every year, many damages are caused by its activities. Long based on a linear system summarized by "Take-make-waste", that eventually led to the rise of fast fashion, the apparel market has been offering in the last years more and more alternatives based on a circular system and belonging to what is called slow fashion. Slow fashion, in opposition to fast fashion, rejects the idea of overconsumption by promoting a model based on quality rather than quantity. Second-hand, one of the most widespread form of slow fashion is a growing market. However, it seems that the Belgian citizens have not fully accepted this option yet and for some, buying those preworn clothes is not part of their clothing purchasing habits. This master thesis tries to understand which elements positively or negatively influence the decision of Belgian consumers to rely on second-hand clothing. The literature will help us to understand the elements that can influence the intention to buy second-hand clothing. However, there is no certainty that what we will find in the literature also applies to the Belgian population. Therefore, by means of qualitative research, based on interviews with Belgian consumers, and quantitative research, based on the results of a survey of the Belgian population, we will make different conclusions and recommendations regarding the motivations and brakes that Belgian consumers might have when deciding to buy second-hand clothing.