Exploring the barriers to Gen Y’s non-shopping behaviors toward second-hand clothes

Abstract

The global textile industry has experienced remarkable growth in recent years, leading to a surge in textile waste that poses a significant environmental threat. Researchers have explored the potential of using second-hand clothes (SHC) as an alternative to new garments to address this issue. Among different customer segments, Generation Y has emerged as a critical group with high purchasing power and contribution to the growth of the SHC market. However, the non-purchasing behaviors of this generation towards SHC remain understudied. This thesis investigates the internal and external barriers that impede Generation Y's adoption of SHC. The study began with a historical overview of the SHC market and the characterization of Generation Y's shopper profiles, followed by a review of existing literature on consumer behaviors. The qualitative research method used semi-structured questionnaires and thematic analysis of individual interviews. Despite a small sample size, participants came from diverse educational, professional, and cultural backgrounds. The findings revealed some disparities between Generation Y shoppers and general shoppers in terms of the most frequently cited barriers, including concerns about unseen defects, cleanliness, unknown sources, and specific items, a lack of patience and time, and limited availability of clothes in terms of style, size, and quality. The research contributes to the literature on SHC consumption behavior and generational cohorts. It provides practical recommendations for SHC businesses to tailor their business models and product offerings to different customer segments within Generation Y.