Shopping secondhand online as a contribution to the circular economy: a textual analysis of Gumtree Australia

Aneta Podkalicka

Chapter 34 in Research Handbook on the Sociology of Consumption, 2026, pp 394-405 from Edward Elgar Publishing

Abstract: Online classifieds and online marketplaces are ordinarily used for buying and selling consumer products, including secondhand items. Gumtree Australia is one such platform for goods redistribution, promoting itself as a contributor to the circular economy. This chapter uses a textual analysis of Gumtree's strategic communications to demonstrate prevalent aspects of these representations built around the combined ideas of ‘money-saving/thrift’’, ‘empowerment’, and ‘environmental sustainability’. Building on the international literature on shopping, consumer cultures, branding and waste, the chapter explains how Gumtree's promotional material forms and projects a particular imaginary of (ethical/sustainable) consumption in the Australian cultural economies – and reflects consumption's complexities. The chapter calls for further socio-cultural studies into online classifieds/online marketplaces to better understand their role in everyday experiences of consumption.

Keywords: Online classifieds; Online marketplaces; Consumption; Environmental sustainability; Secondhand; Circular economy; Australia (search for similar items in EconPapers)
Date: 2026
ISBN: 9781035310500
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