Consumer Attitudes and Perceptions towards Environmental Impacts of Secondhand Clothing in Tanzania: "Mitumba "The Case of Tanzania
(2024) SMMM40 20241Department of Service Studies
- Abstract
- In Tanzania, there has been a notable increase in the importation and sale of secondhand clothing,
popularly referred to as Mitumba, with a significant focus on low-income populations. This growth
has been driven by the affordability and accessibility of these garments, which have become a
staple in the wardrobes of many Tanzanians. However, with all of this growth, there are now urgent
concerns about the environmental impacts of how these clothes are disposed of, transported, and
laundered. Therefore, to better understand the sustainability of this practice and identify strategies
to minimise negative environmental effects, this study examined consumer awareness, attitudes,
and perceptions regarding the environmental impacts of... (More) - In Tanzania, there has been a notable increase in the importation and sale of secondhand clothing,
popularly referred to as Mitumba, with a significant focus on low-income populations. This growth
has been driven by the affordability and accessibility of these garments, which have become a
staple in the wardrobes of many Tanzanians. However, with all of this growth, there are now urgent
concerns about the environmental impacts of how these clothes are disposed of, transported, and
laundered. Therefore, to better understand the sustainability of this practice and identify strategies
to minimise negative environmental effects, this study examined consumer awareness, attitudes,
and perceptions regarding the environmental impacts of importing and purchasing Mitumba in
Tanzania. The study also aimed to investigate the consumer willingness to adopt more sustainable
practices concerning Mitumba consumption. The relationship between sustainable consumption
practices and consumer behaviour in Tanzania's fashion industry was examined using a research
framework based on the circular economy principles and Guiot and Roux's (2010) model of
motivational factors for secondhand clothing shopping. The study adopted semi-structured
interviews with ten (10) consumers. The interviews, which lasted at least one hour, were conducted
via Zoom to ensure accessibility and convenience for the participants.
The research revealed that while participants acknowledged Mitumba's availability and
accessibility within Tanzanian communities, many confessed to lacking knowledge and
consideration regarding its environmental impacts, focusing solely on personal consumption. It
was also observed that Tanzanian consumers needed to gain more familiarity with concepts suchas eco-friendly clothing and sustainable fashion, alongside a significant lack of understanding
regarding policies and regulations governing Mitumba trading in the country. The findings also
showed that economic motivation, particularly cost consideration, and fashion trends, emerged as
significant motivations driving consumers' preferences for Mitumba over brand-new clothing.
However, concerns about sustainability and eco-friendliness should be more present in their
decision-making process. Furthermore, while some participants needed to gain awareness of their
role in promoting sustainability through purchasing decisions, others advocated change and
emphasised the importance of government intervention and regulations to drive sustainable
practices within Mitumba trade. The study concludes that there is a pressing need for targeted
interventions, such as consumer education initiatives, regulatory measures, and industry collaboration, to address environmental concerns associated with Mitumba trade and to promote
more sustainable practices within Tanzania’s retail industry. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9175817
- author
- Basanya, Maria LU and Shangwe Msham, Nasser
- supervisor
- organization
- course
- SMMM40 20241
- year
- 2024
- type
- H2 - Master's Degree (Two Years)
- subject
- keywords
- Keywords: Circular economy, consumer behaviours, environment, Mitumba, sustainability, Tanzania
- language
- English
- id
- 9175817
- date added to LUP
- 2024-10-02 10:59:59
- date last changed
- 2024-10-02 10:59:59
@misc{9175817,
abstract = {{In Tanzania, there has been a notable increase in the importation and sale of secondhand clothing,
popularly referred to as Mitumba, with a significant focus on low-income populations. This growth
has been driven by the affordability and accessibility of these garments, which have become a
staple in the wardrobes of many Tanzanians. However, with all of this growth, there are now urgent
concerns about the environmental impacts of how these clothes are disposed of, transported, and
laundered. Therefore, to better understand the sustainability of this practice and identify strategies
to minimise negative environmental effects, this study examined consumer awareness, attitudes,
and perceptions regarding the environmental impacts of importing and purchasing Mitumba in
Tanzania. The study also aimed to investigate the consumer willingness to adopt more sustainable
practices concerning Mitumba consumption. The relationship between sustainable consumption
practices and consumer behaviour in Tanzania's fashion industry was examined using a research
framework based on the circular economy principles and Guiot and Roux's (2010) model of
motivational factors for secondhand clothing shopping. The study adopted semi-structured
interviews with ten (10) consumers. The interviews, which lasted at least one hour, were conducted
via Zoom to ensure accessibility and convenience for the participants.
The research revealed that while participants acknowledged Mitumba's availability and
accessibility within Tanzanian communities, many confessed to lacking knowledge and
consideration regarding its environmental impacts, focusing solely on personal consumption. It
was also observed that Tanzanian consumers needed to gain more familiarity with concepts suchas eco-friendly clothing and sustainable fashion, alongside a significant lack of understanding
regarding policies and regulations governing Mitumba trading in the country. The findings also
showed that economic motivation, particularly cost consideration, and fashion trends, emerged as
significant motivations driving consumers' preferences for Mitumba over brand-new clothing.
However, concerns about sustainability and eco-friendliness should be more present in their
decision-making process. Furthermore, while some participants needed to gain awareness of their
role in promoting sustainability through purchasing decisions, others advocated change and
emphasised the importance of government intervention and regulations to drive sustainable
practices within Mitumba trade. The study concludes that there is a pressing need for targeted
interventions, such as consumer education initiatives, regulatory measures, and industry collaboration, to address environmental concerns associated with Mitumba trade and to promote
more sustainable practices within Tanzania’s retail industry.}},
author = {{Basanya, Maria and Shangwe Msham, Nasser}},
language = {{eng}},
note = {{Student Paper}},
title = {{Consumer Attitudes and Perceptions towards Environmental Impacts of Secondhand Clothing in Tanzania: "Mitumba "The Case of Tanzania}},
year = {{2024}},
}