INTRODUCTION

Currently Generation Z are becoming more aware that the fast fashion industry is the second most polluting industry. They are starting to think about their own carbon footprint and are making more conscious decisions to buy from brands with more sustainable and ethical policies in place. Even before the Covid pandemic, this generation were turning towards the second-hand market and rethinking their buying habits after the awareness of environmental issues being brought to light by environmental activists, such as Greta Thunberg and David Attenborough. When lockdown began, consumers were forced to stay at home and businesses ordered to close. This affected how people shopped. People were furloughed by the government and earning less, therefore they had to make more conscious decisions on their spending habits. (Smith, n,d)

The resale market is since growing at rapid rates, consumers are looking to save money and think about their carbon footprint. Consumers can buy clothing that has previously been worn without causing them to break the bank and is also a great way to be more environmentally conscious. With the cost-ofliving crisis becoming a big issue, consumers are being forced to budget their money and look for bargains when shopping. With these factors in place, it makes the perfect environment for consumers to move towards the resale market and wear pre-loved fashion. (Khan,2022). It’s important to our planet for consumers to start buying pre-loved items, as it means a reduction to throw away fashion, involving consumers buying fast fashion items only to throw away after a few uses. This will only cause more and more issues for our planet, filling up our landfills and having nowhere to dispose the waste (Oakafor, 2022).