Edoardo Lozza, Cecilia Cornaggia, Cinzia Castiglioni

Recovering old habits: a historical and psychological research on second hand clothing consumption

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Informations and abstract

Keywords: Second Hand Clothing; Second Hand Market; Consumer Psychology; Historic Psychology.

Second hand clothing consumption is growing, but literature does not give an exhaustive explanation of this phenomenon. Thus, this work analyzes the topic through a different perspective, both historical and psychological. On the one hand we researched historical meanings associated to second hand clothing, on the other we conducted a qualitative research to explore the current context. Through this double analysis, we could identify two important changes - 2008 economic crisis and recent technological developments - that have played a role in reactivating old values and ways of thinking, attracting consumers to second hand clothing market.

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