Abstract
The purpose of this chapter is to explore consumers’ ways of creating and interpreting value of second-hand clothing. By highlighting the cultural capital aspect of sustainable consumerism, the study is able to explore consumer motivation from a perspective that is related to the ways in which sustainable consumption enables or reflects certain social structures within consumption. We argue that, while participants claim they engage within second-hand markets primarily due to environmental motivation, the practice of second-hand shopping is one that is largely driven by gaining symbolic and cultural capital. These symbolic associations demonstrate that second-hand shopping is as much about responsible consumerism as it is about engendering concepts that transcend sustainability: individuality, authenticity, and distinction. Based on these findings, the chapter concludes with a discussion on potential barriers and opportunities in transforming towards more sustainable consumption practices.