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The way Westerners consume doesn’t match with sustainability. Alternative initiatives such as second-hand goods, access-based services or collaborative platforms have been taken, which challenges traditional business models. While 62% of cars are bought secondhand, only 9% of a wardrobe of a French person is set of second-hand clothes. In a first time, this work attempts to clarify the barriers to second-hand clothing consumption based on an extended literature review. In a second time, the quantitative analysis enables us to classify those barriers and provide some practical recommandations to marketing managers in order to encourage this alternative mode of consumption.

Freins --- achat --- Vêtements --- seconde main --- occasion --- secondhand --- barrier --- alternative consumption --- Sciences économiques & de gestion > Marketing