Motivations for purchasing second hand products in sub Saharan Africa and circular economy implications

Second-hand consumption has become increasingly visible in Sub-Saharan African cities, yet the motivations driving this practice remain insufficiently understood. In Cameroon, the rapid expansion of informal markets and persistent socio-economic constraints create a distinctive context in which second-hand purchasing flourishes. The objective of this study is to examine the underlying motivations that lead urban consumers to buy second-hand products. Drawing on an exploratory qualitative approach based on 40 semi-structured interviews, the findings reveal that second-hand purchasing extends far beyond economic necessity. Consumers' decisions are shaped by a combination of environmental concerns, identity-related and experiential logics, and deeply rooted sociocultural norms. Perceived quality and product reliability often associated with items sourced from informal markets play a decisive role in shaping trust and purchase intentions. Despite the growing presence of digital platforms, face-to-face interactions remain the dominant mode of exchange, reflecting persistent concerns about fraud and the centrality of interpersonal trust. In Cameroon, motivations for second-hand purchasing emerge at the intersection of pragmatic constraints, emerging ecological awareness, and specific socio-economic and cultural realities. By contextualizing second-hand consumption within the dynamics of Sub-Saharan informal markets, this study contributes to marketing research by offering a nuanced understanding of the drivers of second-hand purchasing and their implications for circular-economy practices in the Global South.