Perceptions and motivations influencing SH clothing consumption by Generation X in Ireland: An attitudinal thematic study

Curran, Bernie Marion (2025) Perceptions and motivations influencing SH clothing consumption by Generation X in Ireland: An attitudinal thematic study. Masters thesis, Dublin, National College of Ireland.

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Abstract

This thesis explores the key perceptions of Generation X ( born 1965 -1980) towards second– hand clothing shopping, as well as the motivations driving their purchases, from an Irish context.

The research question was investigated through semi-structured interviews with eight participants, both males and females. Both convenience and purposive sampling were used, and interviews were analysed using thematic analysis.

The research explored attitudes across several key themes, including environmental concern, ethical consumerism, economic considerations, nostalgia, and digital engagement.

Findings suggest a strong awareness of and alignment with sustainable values and ethical issues, particularly around fast fashion and global textile waste.

The study also found generational differences in engagement with online platforms, a fading stigma related to SH shopping, and a preference for in-person shopping methods.

Motivations for shopping in SH stores, related to ecological responsibility, financial frugality, support for good causes, enjoyment of unique fashion, and both nostalgia and hedonic factors were expressed.

There was a difference in males and females related to intention, in that males were motivated by need, and females were motivated by the treasure hunt aspect or the satisfaction in finding something unique, at a lower price.

There was also an attitude-behaviour gap identified, where intentions to shop sustainably were often undermined by convenience, habit, and practical issues.

The study also explores the barriers to consumption, and key points of concern were hygiene, quality, self-expression, and social perception.

Finally, despite the small sample size, the study uncovered the complex value-driven consumer behaviour of Generation X, with decisions not only driven by environmental factors but also by cultural identity, social norms, and personal experience.

Item Type:	Thesis (Masters)
Supervisors:	Name Email Evans Fitzsimons, Jennifer UNSPECIFIED
Subjects:	H Social Sciences > HF Commerce > Marketing > Consumer Behaviour H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Fashion Industry J Political Science > JN Political institutions (Europe) > Ireland Z Bibliography. Library Science. Information Resources > ZA Information resources > ZA4150 Computer Network Resources > The Internet > World Wide Web > Websites > Online social networks T Technology > TK Electrical engineering. Electronics. Nuclear engineering > Telecommunications > The Internet > World Wide Web > Websites > Online social networks
Divisions:	School of Business (- 2025) > Master of Science in Management
Depositing User:	Ciara O'Brien
Date Deposited:	09 Jan 2026 11:05
Last Modified:	09 Jan 2026 11:05
URI:	https://norma.ncirl.ie/id/eprint/9075

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