Comportamento de consumo e sustentabilidade em mercados second hand

Abstract

The term sustainability has gained prominence in the fashion world and, as a result, new markets have been created. The second-hand market is, for many, an example of more conscious consumption. From this scenario, the present study aims to analyze consumer behavior in this type of market, seeking to understand its relationship with sustainability. This qualitative and exploratory research was developed through participant observation at Brechó Carlini, in Goiânia, complemented by an interview with the owner, an online questionnaire targeted at consumers, and a literature review. Based on the data collected, it was possible to understand what motivates consumption. It was found that sustainability is taken into consideration at the time of purchase; however, affordability and low prices are still the main attractions. Moreover, the results also indicate that store organization and image influence purchasing decisions and that sustainability is strongly associated with environmental degradation, while social causes are rarely mentioned. It is concluded that sustainability is relevant in the second-hand market, but it is not the main motivation for consumption, nor is sustainability understood as extending beyond the environment.