Steenblik, Julia (2026) Fashion Consumption, Sustainability, and Second-Hand Clothing Platforms: Insights from Social Media Discussions and Platform Content, the Case of Vinted. Master thesis, Cultural Geography - Climate Adaptation Governance (CAG).
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Abstract
In response to social, environmental, and human rights challenges associated with fast fashion, second-hand fashion has emerged as a potential solution. Vinted is now Europe’s largest online platform for second-hand fashion. However, as its popularity increases, questions arise about its social and environmental impact on fashion production and consumption. Do they constitute a more sustainable alternative to new clothing, or do they primarily stimulate consumer purchasing behaviour? Gen Z makes up the largest group of Vinted users. This generation reports higher environmental awareness and ethical concern, yet also has a high rate of fast-fashion consumption, driven by current social media and influencer marketing. Therefore, this study has a twofold objective related to the attitude-behaviour gap in sustainable fashion consumption. A dataset of 124 Instagram posts containing the #vinted hashtag is analysed using thematic content analysis to explore how second-hand fashion on Vinted is portrayed in online social media narratives. Second, the descriptive and thematic content analysis of 100 Vinted marketplace listings examines whether the themes and perceptions from these narratives align with or differ from the presentation of second-hand fashion on Vinted. Using an extended Theory of Planned Behaviour (TPB) model, the research findings demonstrate that Instagram narratives and Vinted listings often do not reflect justice-oriented Pro-Environmental Behaviour (PEB). Instead of reducing overconsumption, dominant narratives that emphasise profit, trend styles, and entrepreneurship while overlooking justice principles may normalise rapid fashion cycles and increase waste, particularly affecting the global South. The findings revise earlier understandings by showing that motivations differ from those measured by self-assessment methods. Moreover, the study advances the debate on whether Vinted shifts consumption away from fast fashion or instead increases overall second hand consumption due to low prices, trends, and profit motives. Crucially, platforms like Vinted do not address the root causes of the traditional fashion industry's unsustainability because they still rely on overconsumption. Therefore, exploring the suggested areas for future research will help more effectively address the root causes of overconsumption and the role of second-hand fashion platforms in this.
| Item Type: | Thesis (Master) |
|---|---|
| Name supervisor: | Yousefzadeh Faal Daghati, S. |
| Date Deposited: | 24 Jun 2026 12:38 |
| Last Modified: | 24 Jun 2026 12:38 |
| URI: | https://campus-fryslan.studenttheses.ub.rug.nl/id/eprint/857 |
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