| Summary: | From garage sales to peer-to-peer globally inter-connected digital marketplaces—the consumption of previously worn apparel items is becoming a worldwide trend. However, the Portuguese second-hand fashion market appears to be rather fragmented. To understand the potential of this market in Portugal, the present Work Project explores the attitude of the Portuguese consumer towards the selling and purchasing of pre-used apparel. More over, this study further accesses if this manner differs according to gender and generation. In this sense, qualitative and quantitative analysis were conducted on consumers aiming to thoroughly comprehend their behavior, drivers, triggers, and obstacles. The results show evidence of growing interest from the Portuguese consumer which, in contrast with the overall market, is profiled differently—differing in sustainable motivations and price sensitivity, as well as differing in terms of channels, impediments, and stimuli.
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