This study examines the destigmatization of second-hand consumption in a developing country through the lens of social practice theory. It explores media and institutional discourses surrounding children’s thrift stores, identifying key argumentative emphases that reshape perceptions of the second-hand market.
The methodology involves leveraging journalistic and institutional materials to gain insights into the practices molding the second-hand market. Content analysis is used to identify these sources’ pivotal themes and recurring categories, which were then divided into objects, doing and meanings, forming the basis for creating a “gear of practice.”
The findings reveal a complex network of practices that underpin the destigmatization of second-hand consumption. Specifically, they identify three circuits of practices forming a “gear of practice,” where suppliers, thrift store owners and customers play interchangeable roles, with their actions shaping the meanings and perceptions associated with second-hand goods.
This study introduces the innovative “gear of practice,” which represents a theoretical contribution to understand how practices intersect, considering the perspectives of various stakeholders. Furthermore, this framework advances theoretical discussion by providing insights into how businesses can navigate sustainable consumption trends, considering the role of consumer participation and organizational practices (doings), infrastructure investment and product attributes (objects) and diverse meanings (e.g. sustainability, economic advantage and participation in a new trend) in destigmatizing second-hand markets.
