No longer the second choice: understanding the impact of second-hand clothing shopping on moral identities of Gen-Z women in Singapore

Abstract

Second-hand fashion consumption has emerged as an alternative to first-hand fast fashion consumption among Generation Z women in Singapore. This behavioural change is often attributed to more sustainable and ethical consumption with greater awareness of problems within fast fashion industries. While factors behind the popularity of second-hand shopping have been well-explored, there is a lack of clarity in how these factors are supported by moral justifications that are integral to forming moral identity. This qualitative study investigates how second-hand fashion consumption establishes moral identity among Singapore Gen Z females, with a focus on symbolisation and internalisation of self-conception through in-depth interviews. Findings reveal that interviewees deliberately choose second-hand clothing to symbolise their moral identity, upheld through processes of differentiation. Moral tensions were also analysed within the contradictions from an individual’s interview response. Additional research is suggested to find out the duration of moral identity maintained by thrifting in the future.