Short answer
Designers and retailers should focus on creating emotionally resonant and inclusive in-store experiences for second-hand clothing to drive sustainable consumption among Generation Z.
- Field
- Sustainability
- Source
- Behavioral Sciences (2025)
- Method
- Quantitative Survey
- Sample
- 340 participants
- Evidence
- Moderate effect
Positive emotional associations and gendered perceptions significantly influence Generation Z's engagement with second-hand clothing stores, with women reporting more favorable experiences. This sustainability research insight is drawn from a 2025 study published in Behavioral Sciences. Using Quantitative survey with 340 participants, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Designers and retailers should focus on creating emotionally resonant and inclusive in-store experiences for second-hand clothing to drive sustainable consumption among Generation Z.
Emotional engagement and gender drive Generation Z's adoption of second-hand fashion
Positive emotional associations and gendered perceptions significantly influence Generation Z's engagement with second-hand clothing stores, with women reporting more favorable experiences.
Behavioral Sciences · 2025
Key Findings
- 01Women perceive second-hand clothing shopping more positively than men, finding it more fun, enjoyable, and authentic.
- 02Men tend to be more skeptical, rating the 'fun' aspect of shopping lower.
- 03Individuals with prior second-hand shopping experience show greater environmental awareness and emotional connection to clothing.
- 04Those new to second-hand shopping often have prejudices regarding hygiene and perceive it as inconvenient.
Application
Design takeaway
Designers and retailers should focus on creating emotionally resonant and inclusive in-store experiences for second-hand clothing to drive sustainable consumption among Generation Z.
How to apply
When designing a second-hand retail space, consider elements that enhance the 'fun' and 'discovery' aspects. Use visual merchandising and store layout to create an appealing and authentic atmosphere, potentially with distinct zones or displays that resonate with different demographics.
Project actions
- 01Consider how the emotional appeal of a product or service can influence user adoption of sustainable practices.
- 02Investigate how different demographic groups might perceive the same sustainable offering.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Large sample size for a survey-based study.
- +Investigates multiple influencing factors (emotions, gender, environmental awareness).
Limitations
This study was limited to a specific geographic region (Slovakia) and focused only on physical stores, so the findings might not apply everywhere or to online second-hand shopping.
Reliability & validity
The study's reliability could be assessed by the consistency of responses across participants within similar demographic groups. Validity is supported by the investigation of multiple, interconnected factors influencing behavior, though self-reported data can introduce bias.
Think critically
To what extent can design interventions effectively shift ingrained gendered perceptions and overcome prejudices associated with second-hand consumption, and what are the ethical considerations in targeting specific demographics?
Design Principles
"Foster positive emotional connections and address user perceptions to encourage sustainable behaviors."
Understanding these emotional and gender dynamics is crucial for designing retail environments and marketing strategies that encourage sustainable consumption. By addressing potential prejudices and highlighting the enjoyable aspects of second-hand shopping, designers and retailers can foster greater adoption of circular fashion practices.
What This Means for Your Design
Young people like shopping for used clothes more if it feels fun and authentic, and this feeling is stronger for girls than for boys. If you've shopped second-hand before, you're more likely to care about the environment.
How to use in your project
- 1.Use this study to justify investigating the emotional drivers behind user adoption of a sustainable design solution.
- 2.Reference the findings on gender differences to explore how design choices might appeal differently to various user groups.
Add to My Project
Quick Cite
Paragraph starter
Research indicates that emotional engagement and gender dynamics play a significant role in Generation Z's adoption of sustainable consumption patterns, such as shopping for second-hand clothing. Specifically, positive feelings of fun and authenticity are more strongly associated with female shoppers, while male shoppers tend to exhibit more skepticism. Furthermore, prior experience with second-hand shopping correlates with increased environmental awareness and a more positive overall perception, suggesting that overcoming initial prejudices is key to broader adoption.
Source
Behavioral Sciences
Generation Z’s Shopping Behavior in Second-Hand Brick-and-Mortar Stores: Emotions, Gender Dynamics, and Environmental Awareness
journal · 2025
View sourceQuestions About This Research
- What does the research say about emotional engagement and gender drive generation z's adoption of second-hand fashion?
- Designers and retailers should focus on creating emotionally resonant and inclusive in-store experiences for second-hand clothing to drive sustainable consumption among Generation Z. Evidence: Behavioral Sciences (2025).
- Why does "Emotional engagement and gender drive Generation Z's adoption of second-hand fashion" matter for design?
- Understanding these emotional and gender dynamics is crucial for designing retail environments and marketing strategies that encourage sustainable consumption. By addressing potential prejudices and highlighting the enjoyable aspects of second-hand shopping, designers and retailers can foster greater adoption of circular fashion practices.
- How can designers apply this research?
- Designers and retailers should focus on creating emotionally resonant and inclusive in-store experiences for second-hand clothing to drive sustainable consumption among Generation Z.
- What were the main findings?
- Women perceive second-hand clothing shopping more positively than men, finding it more fun, enjoyable, and authentic.. Men tend to be more skeptical, rating the 'fun' aspect of shopping lower.. Individuals with prior second-hand shopping experience show greater environmental awareness and emotional connection to clothing.. Those new to second-hand shopping often have prejudices regarding hygiene and perceive it as inconvenient.
- What research method was used?
- Quantitative Survey with 340 participants.
- How strong is the evidence?
- Evidence strength is rated Moderate effect, based on a 2025 journal from Behavioral Sciences.
- What should I do differently in my next project?
- When designing a second-hand retail space, consider elements that enhance the 'fun' and 'discovery' aspects. Use visual merchandising and store layout to create an appealing and authentic atmosphere, potentially with distinct zones or displays that resonate with different demographics.
- What are the limitations?
- The study was conducted in Slovakia, and findings may not be universally generalizable. The focus was on brick-and-mortar stores, excluding online second-hand platforms.