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Understanding Second-Hand Clothing Consumption in New Zealand: A Qualitative Analysis of Consumer Motivations and Barriers
Author: Priya Tripathi
Supervisors: Edwin Rajah Indrapriya Kularatne
14 October 2025
Tripathi, P. (2025). Understanding second-hand clothing consumption in New Zealand: A qualitative analysis of consumer motivations and barriers [Master's thesis, Auckland International Campus, Otago Polytechnic]. Research Bank. https://doi.org/10.34074/thes.7338
Abstract
The annual clothing waste output in New Zealand reaches 180,000 tonnes while the global second-hand clothing market generates $43 billion in revenue. This demonstrates a contradiction between environmental deterioration and sustainable purchasing options. The study investigates essential knowledge gaps regarding secondhand clothing adoption factors and barriers which affect consumers in New Zealand. The study used the Theory of Planned Behaviour, Norm Activation Model and Social Identity Theory to study how consumers make clothing choices by balancing rational decisions with environmental ethics and cultural identity development. The research employed a multi-method qualitative approach to study how different factors affect second-hand clothing purchasing behaviour among New Zealanders. The research analysed 143 comments across various online community through netnography and conducted 12 consumer interviews and six business stakeholder interviews to obtain genuine consumer feedback from digital spaces and personal interactions. The research supports sustainable consumption theory through integrated models. At the same time, it introduces new methods to study consumer behaviours which will help New Zealand achieve sustainable consumption through respectful and effective strategies. The findings identified four key drivers motivating second-hand clothing adoption: the pursuit of aspirational consumption through strategic brand access and economic value optimization; environmental consciousness rooted in indigenous values yet requiring culturally tailored approaches; identity expression through distinctive second-hand items; and community connection with like-minded individuals. The study also identified four major barriers which prevent second-hand clothing adoption: consumers face challenges in evaluating quality because digital platforms lack sophisticated assessment tools; people struggle with emotional contamination that blocks rational thinking; social stigma differs between cultural groups and professional settings; time constraints and market limitations prevent busy consumers from accessing secondhand clothing. The research provides evidence-based recommendations for creating sustainable fashion initiatives which adapt to various cultural beliefs while promoting circular consumption practices.
Keywords
second-hand clothing, consumer choice, clothing waste, sustainable fashion
Licence
This thesis is publicly available under a Creative Commons Attribution-NonCommercial-NoDerivatives licence CC BY-NC-ND 4.0 International. This licence applies except where otherwise indicated, especially for images.
https://creativecommons.org/licenses/by-nc-nd/4.0/
