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Changing patterns of consumerism : the rise and rise of the second hand : a thesis presented in partial fulfilment of the requirements for the degree of Master of Arts in Visual and Material Culture at Massey University, Wellington, New Zealand
The
aim
of
this
thesis
is
to
investigate
the
popularity
of
the
second
hand.
In
the
wake
of
the
conspicuous
consumption
which
dominates
the
western
world,
where
everything
is
new
and
available
en
masse,
it
seems
to
constitute
a
paradox.
With
the
vast
array
of
choice
the
consumer
has
today,
the
question
of
why
the
material
culture
of
the
second-‐hand
market
is
so
popular
is
intriguing.
In
this
New
Zealand
study
a
two
part
approach
was
undertaken
to
answer
this
question.
Firstly,
interviews
with
both
buyers
and
vendors
of
the
second
hand
were
conducted.
Thirteen
people
in
total
were
interviewed,
six
of
whom
were
avid
purchasers
of
the
second
hand
and
seven
who
were
vendors
of
the
second
hand.
Secondly,
the
voluminous
popular
literature
was
reviewed.
This
thesis
takes
a
broader
more
holistic
approach,
rather
than
focusing
on
one
particular
aspect
of
second-‐hand
consumption,
as
has
been
the
predominant
case
thus
far
in
international
studies.
Because
of
this
broader
approach,
four
key
categories
were
developed
to
make
sense
of
and,
frame
the
analysis
of
the
research
findings:
the
‘aesthetic’,
‘values’,
‘practices’
and
‘identity’.
Each
was
conceptually
broad
but
each
also
allowed
for
a
particular
line
of
enquiry
within
the
broader
field
of
inquiry.
Within
the
aesthetic
category,
the
influence
of
lifestyle,
style
and
fashion
on
second-‐hand
consumption
was
a
focal
point.
This
study
identified
the
second-‐
hand
market
as
an
important
vehicle
of
inclusion,
especially
in
light
of
the
current
fashion
for
vintage
clothing
and
retro
goods.
Within
the
values
category,
the
concept
of
ethical
consumption
and
the
second
hand
was
explored.
My
respondents
did
not
give
ethical
consumption
as
a
primary
consideration
for
the
choice
to
purchase
second-‐hand
goods.
In
contrast
to
iii
the
growing
literature
on
ethical
consumption,
this
study
found
greater
consideration
was
given
to
a
moral
obligation
to
give
back
and
the
enactment
of
a
conscience
of
care
in
second-‐hand
consumption.
The
concept
of
thrift
and
other
hedonistic
motivations
were
the
focus
of
the
practices
category.
Thrift
has
been
given
little
consideration
in
the
literature
yet
was
found
to
be
very
influential
in
respondent’s
choices
especially
in
today’s
economic
uncertainty.
Of
the
more
hedonistic
motivations
the
findings
echoed
much
of
the
conclusions
identified
in
earlier
literature
on
the
second
hand.
The
final
category
of
research
was
identity.
Reinforcing
the
existing
academic
literature,
the
importance
of
defining
oneself
and
place
in
the
world
was
found
to
be
paramount.
Differentiation
and
uniqueness
were
most
valued
and
the
second-‐hand
market
was
privileged
as
the
best
source
of
goods
with
which
to
express
one’s
identity.
The
overall
findings
of
this
study
endorse
and
also
qualify
the
current
academic
literature
on
the
second
hand.
Given
the
small
sample
size
in
this
research,
it
is
hoped
that
this
study
will
act
as
a
stimulus
to
further
research.
