From First-hand to Second-hand

Purpose

This paper identifies user-centered design and business model strategies that either enable or constrain traditional online fashion retailers in effectively integrating second-hand products into their first-hand product assortment, with the goal of increasing sales and steering sustainable consumer behaviour.

Design/methodology/approach

A multiphase mixed methods design was conducted, applying design for sustainable behaviour framework (DfSB) when identifying user-centered design and business model strategies. The first research phase included an eye-tracking case study with 32 participants, accompanied by 30 semi-structured interviews, while the second research phase consisted of a qualitative content analysis of 15 Swedish fashion retail websites with an integrated second-hand product assortment.

Findings

The research reveals three key barriers to purchase in the case company’s user-centered design: disoriented navigational behaviour, hidden design, and misrepresentation. Drawing on these barriers, three second-hand business model integration strategies were identified, ranked by their potential to enable purchasing and steering sustainable behaviour: passive integration, parallel integration and strategic integration.

Practical implications

Understanding the behavioural effects of user-centered design and business model strategies, and the interplay between them, is crucial for traditional online fashion retailers seeking to transition toward the circular economy while maintaining sales.

Originality/value 

The paper utilizes the DfSB-framework to investigate the sustainable behavioural effects of second-hand product integration within a traditional online retail context, a unique research approach that bridges two underexplored research areas.

Keywords

Second-hand retail, E-commerce, User experience design, Circular business models, Design for sustainable behaviour

Project details

Title: From First-hand to Second-hand: Integration Strategies for Steering Sustainable Consumer Behaviour on Fashion Retail Platforms

Tagline: Can you Find the Second-hand Products on Lindex Website?

 Year: 2025

Author: Josefina Hultberg Klang

Course: Field Study in Textile Management

Program: Master Programme in Fashion Marketing and Management

Supervisor/researcher: Lars Hedegård, Marianne Louwerse

Type of Study: Research Paper

Case company: Lindex

Technology: Screen-based eye-tracking