Trendy or Sustainable?

The fast fashion industry has been widely criticized for its significant environmental and social impacts, leading to increased attention on sustainable alternatives like secondhand clothing. This study explores the motivations and barriers that influence secondhand clothing purchases among students aged 18 and above in Rotterdam. A quantitative survey was conducted, and the data was analyzed using Pearson correlations and multiple Ordinary Least Squares regression analyses. The results reveal that emotional value is the most robust positive predictor of secondhand shopping frequency, suggesting that students are more likely to buy secondhand when the experience brings emotional satisfaction. Additionally, hygiene concerns emerged as the most significant barrier, strongly reducing the likelihood of secondhand shopping. All motivational factors except social value were significant, namely sustainability, affordability, and uniqueness. These findings emphasize the importance of emotional and psychological rewards in sustainable consumer behavior and offer practical recommendations for secondhand retailers and policymakers to stimulate the growth of secondhand fashion markets. By addressing emotional motivations and hygiene concerns, secondhand clothing consumption can be further promoted, contributing to more sustainable consumer practices and supporting Rotterdam's circular economy ambitions.