In the name of Reuse: An explorative study on how P2P second-hand platforms shape clothing consumption and psychological rebound effects

Abstract

Drawing from the emerging literature on rebound effects within the Circular Economy (CE) and the dispersion of P2P second-hand platforms, this study aims to explore how P2P second-hand platforms shape clothing consumption and create an environment for psychological rebound effects. As awareness on how rebound effects can undermine CE's ability to live up to the concept's promise, it becomes essential to examine the adverse consumption within the clothing industry. This industry aims to advocate for more sustainable consumption by expanding reuse markets - especially online, undermining the importance in addressing adverse behavior. This study aims to draw insight into how the elements in P2P second-hand consumption shape clothing consumption and create conditions for psychological rebound effects. A phenomenological research approach is used to generate new knowledge in this study, and the aim is to combine emerging research areas of consumption behavior. Based on 11 phenomenological interviews with frequent P2P second-hand platform users, findings demonstrate how the reconfiguration process created by the entrance of P2P second-hand platforms creates accessible facilitated second-hand markets, de-stigmatization of second-hand clothes and offers an environment of entertainment and the narrative of being an environmentally conscious consumer. Competence in navigating these P2P second-hand platforms creates continuous use and shifts the perception of value and consumption levels. Conclusively, this study generates new knowledge of the fragmented literature on rebound effects within CE and expands the understanding of P2P second-hand platforms.