Psst! Don't tell anyone it's second-hand: drivers and barriers of second-hand consumption in emerging markets

Second-hand consumption is one way to address overconsumption by extending product life cycles and reducing waste for landfills. The recent growth of the second-hand market at a global scale has provided an opportunity to examine this as an ethical form of consumption. The scholarship on ethical consumption, however, is Global North-centric, and yet emerging markets which are estimated to account for 50% of the world’s total consumption by 2025, remain under-researched. This chapter focuses on the drivers and barriers of second-hand consumption in emerging markets, mostly located in the Global South, and has the potential to shape ethical consumption. A literature review of existing studies in selected emerging markets is presented and a case study on UAE consumers illustrates different motivations and barriers to second-hand consumption. Practical recommendations are provided to practitioners to overcome stigma and increase social acceptance of second-hand consumption.