I do it (also) for me: a qualitative study on the identity aspects underlying consumption on second-hand fashion apps

The topic of sustainable consumption assumes a central importance in the fashion sector, since it is one of the industries that has the most negative impact on the environment. Considering the latest buying trends, this study aims to investigate in depth which identity aspects play a significant role in motivating the purchase of second-hand fashion products on apps. We conducted an exploratory investigation aimed at identifying the main identity aspects underlying this specific type of purchase. In-depth interviews were conducted, and the data were analyzed from an identity-based motivation perspective. Findings showed that there is a link between sustainable consumption and identity, as both personal and social aspects linked to identity motivate consumers to purchase sustainably. In other words, they can be driven not only by social motives (collective action, pro-environmental engagement, altruism, and sharing) but also by personal ones (self-expression, utilitarianism, hedonism, and personal beliefs). Limitations, insights for further research, and managerial implications are also discussed in the paper.