Refashioning Second-Hand Clothes Consumption Through Pleasure, Pain, Seduction and Conversion: A Virtue Ethics Perspective
Year: 2024
Type: article
Abstract: The fashion industry needs to become more circular, given the unsustainable levels of waste it produces. Our research empirically explores and theoretically develops how adopting a virtue ethics approach can encourage and support second-hand clothing consumption as a form of reuse and a way of practicing sustainability. Based on ethnographic interviews with consumers who shop in UK charity shops, our grounded theory study focuses on how consumers experience second-hand clothing consumption as constitutive of sources of (in)action that encourage or inhibit virtuous, sustainable behaviour. We find that pleasure and/or shame or guilt (pain) are key to enabling virtuous moral decision-making towards reuse and sustainability. We furthermore argue that seduction and conversion, hand in hand with pleasure, act as levers supporting such moral decision-making, mitigating aversions and wayward desires that obstruct good moral intentions to consume second-hand clothing. By engaging empirically with moral decision-making, our research theoretically advances scholarship on virtue ethics and second-hand clothing consumption, whilst contributing to an ethically informed vision of the circular economy. We conclude with implications for charity retail practices in support of circularity and sustainability informed by a virtue ethics perspective, as well as suggestions for future research.
Source: Journal of Business Ethics
Institutions: University of Edinburgh, University of Dundee
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
Estimated APC paid: $3,590
OpenAlex ID: W4404641384