Factors influencing demand of second hand clothing among Kenyans

Abstract

Purpose: The overall objective of this study is to review the factors influencing demand of second hand clothing among Kenyans.

Methodology: This study used a humanistic approach to textual analysis while researching and writing this essay, compared to a behavioral approach. The drawing and interpretation of research findings and implications which is not a quantitative impact evaluation, was done. A qualitative textual evaluation method was used in this research. Textual analysis consists of review and interpretation of scripts and articles and their inferential context.

Findings: Sustainability was found to influence secondhand apparel and accessories in relation to the consumer’s purchases of other environmental apparel products and if the consumer felt they were informed of apparel social and manufacturing issues. Fashion lifestyle was found to influence secondhand apparel and accessories through the participant’s identification of Fashion Leadership and Shopping Enjoyment. Therefore factors were found both in sustainability and in fashion lifestyle of the consumer to influence purchase frequency of secondhand apparel and accessories.

Unique contribution to theory, practice and policy: It is considered that getting information about customers and their behaviour is beneficial for companies, as well as for the managers within those companies, as they will be able to construct suitable and appropriate marketing strategies based on the new knowledge. The use of social networks (e.g. Facebook) and smartphones have also revolutionized second-hand markets among all economic classes. As a result second-hand products consumption is increasing daily.