Proposal for a broader, aggregated approach to the sources of value in post-use behavior: the case of clothing resale and donation

Résumé 0

• Research objectivesIn light of the circular economy’s significance and the scant attention post-use aspects receive in marketing literature, this research aims to better understand donation and resale behaviors. It focuses on analyzing the sources of value perceived by consumers when they decide to part with garments they no longer use.• MethodologyAn exploratory study is carried out using 25 phenomenological interviews to capture detailed experiences of individuals parting with clothing and fashion accessories. The data is processed through manual content analysis.• ResultsThis research highlights the utility of combining the theoretical frameworks of the perceived residual value of a product and the perceived value of a practice to better comprehend post-use behavior. It reveals how these frameworks complement each other in the value formation process and provides deeper insights into the sources of valorization and devalorization. The study also identifies new sources of value specific to the acts of gifting and reselling.• Conceptual an managerial implicationsThis work supports the development of the circular economy by guiding public authorities, charities, and resale platforms. It particularly informs their communication campaigns to promote the recirculation of clothing.• OriginalityThis research differs from previous work by focusing on post-use behavior, employing a combined analytical framework of perceived residual value and perceived value of the practice. It introduces a novel approach that views the sources of value both statically and dynamically and examines two distinct postuse practices – donation and resale – simultaneously.