Exploring Identity-Making and Social Positioning in Second-hand Clothing Consumption among Young Adults – A Comparative Study Between Germany and Hungary
(2025) SMMM40 20251Department of Service Studies
- Abstract
- This thesis explores how second-hand clothing shopping contributes to the process of identity-making and social positioning among young adults in Germany and Hungary. Using the Consumer Culture Theory framework, the study investigates the social and cultural infrastructures that influence consumer behavior and emphasizes the symbolic meanings attached to second-hand shopping beyond traditional motivations such as sustainability and affordability. The data was collected through qualitative focus group interviews with young consumers to examine their perceptions, motivations, and practices related to second-hand
consumption.
The study highlights significant cross-cultural differences in Germany and Hungary. In Germany, second-hand... (More) - This thesis explores how second-hand clothing shopping contributes to the process of identity-making and social positioning among young adults in Germany and Hungary. Using the Consumer Culture Theory framework, the study investigates the social and cultural infrastructures that influence consumer behavior and emphasizes the symbolic meanings attached to second-hand shopping beyond traditional motivations such as sustainability and affordability. The data was collected through qualitative focus group interviews with young consumers to examine their perceptions, motivations, and practices related to second-hand
consumption.
The study highlights significant cross-cultural differences in Germany and Hungary. In Germany, second-hand shopping is increasingly associated with fashion, individuality, and sustainable lifestyle choices, supported by a social shift towards acceptance and community engagement. Conversely, in Hungary, social stigmas and stereotypes still influence perceptions, with second-hand shopping, which is often perceived as practical, limiting its potential as a means of self-expression.
The research emphasizes the importance of social interactions and peer influence in shaping consumer perceptions and behaviors regarding second-hand clothing. The findings contribute to a deeper understanding of how consumption practices reflect broader cultural and social transformations, revealing opportunities for practitioners (e.g. retailers, policymakers, and marketers) to better engage young consumers and promote sustainable consumption patterns. Overall, this thesis advances theoretical insights into the role of second-hand shopping as a cultural signifier and offers practical recommendations for reshaping social narratives and enhancing acceptance of second-hand fashion across different cultural contexts. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9208769
- author
- Wörösch, Hannah Pauline LU and Köteles, Anna LU
- supervisor
- organization
- course
- SMMM40 20251
- year
- 2025
- type
- H2 - Master's Degree (Two Years)
- subject
- keywords
- Consumer Culture Theory, second-hand consumption, identity-making, symbolic interactionism, Social Identity theory, consumer behavior, social positioning
- language
- English
- id
- 9208769
- date added to LUP
- 2025-08-04 11:24:48
- date last changed
- 2025-08-04 11:24:48
@misc{9208769,
abstract = {{This thesis explores how second-hand clothing shopping contributes to the process of identity-making and social positioning among young adults in Germany and Hungary. Using the Consumer Culture Theory framework, the study investigates the social and cultural infrastructures that influence consumer behavior and emphasizes the symbolic meanings attached to second-hand shopping beyond traditional motivations such as sustainability and affordability. The data was collected through qualitative focus group interviews with young consumers to examine their perceptions, motivations, and practices related to second-hand
consumption.
The study highlights significant cross-cultural differences in Germany and Hungary. In Germany, second-hand shopping is increasingly associated with fashion, individuality, and sustainable lifestyle choices, supported by a social shift towards acceptance and community engagement. Conversely, in Hungary, social stigmas and stereotypes still influence perceptions, with second-hand shopping, which is often perceived as practical, limiting its potential as a means of self-expression.
The research emphasizes the importance of social interactions and peer influence in shaping consumer perceptions and behaviors regarding second-hand clothing. The findings contribute to a deeper understanding of how consumption practices reflect broader cultural and social transformations, revealing opportunities for practitioners (e.g. retailers, policymakers, and marketers) to better engage young consumers and promote sustainable consumption patterns. Overall, this thesis advances theoretical insights into the role of second-hand shopping as a cultural signifier and offers practical recommendations for reshaping social narratives and enhancing acceptance of second-hand fashion across different cultural contexts.}},
author = {{Wörösch, Hannah Pauline and Köteles, Anna}},
language = {{eng}},
note = {{Student Paper}},
title = {{Exploring Identity-Making and Social Positioning in Second-hand Clothing Consumption among Young Adults – A Comparative Study Between Germany and Hungary}},
year = {{2025}},
}