The Inner Drive: Unpacking the Motivations for Consumer Participation as Sellers in Apparel Resale

The global secondhand apparel industry, valued at USD 256B in 2025, is expanding rapidly. The growing acceptance of secondhand fashion and advancements in retail technology have driven millions of individuals to resell, yet little research has analyzed the motivations behind these decisions. Guided by Consumption Values Theory and Goal-Framing Theory, this qualitative study uses ten in-depth interviews with experienced resellers to examine why individuals participate in apparel reselling. Analysis of the participants’ narratives indicates that financial gain is the dominant driver of participation, followed by the convenience provided by reselling platforms and channels, emotional satisfaction, and contributing to sustainability. Conceptually, the study integrates value-based and goal-based lenses to offer an extensive explanation of reseller motivations, shifting focus from the buyer perspective that has dominated prior research. Practically, the findings suggest that resale platforms can encourage participation by reducing visible fees, enabling faster payout, and simplifying the reselling process, while also making community and environmental benefits more visible. In all, these insights help retailers and sustainability advocates better design approaches that support individual resellers and sustain growth in apparel resale.