Motivations for purchasing second hand products in sub Saharan Africa and circular economy implications

Augustin Junior Mbam () and Clotilde Choutac
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Augustin Junior Mbam: CRIISEA - Centre de Recherche sur les Institutions, l'Industrie et les Systèmes Économiques d'Amiens - UR UPJV 3908 - UPJV - Université de Picardie Jules Verne
Clotilde Choutac: Université de Douala = University of Douala

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Abstract: Second-hand consumption has become increasingly visible in Sub-Saharan African cities, yet the motivations driving this practice remain insufficiently understood. In Cameroon, the rapid expansion of informal markets and persistent socio-economic constraints create a distinctive context in which second-hand purchasing flourishes. The objective of this study is to examine the underlying motivations that lead urban consumers to buy second-hand products. Drawing on an exploratory qualitative approach based on 40 semi-structured interviews, the findings reveal that second-hand purchasing extends far beyond economic necessity. Consumers' decisions are shaped by a combination of environmental concerns, identity-related and experiential logics, and deeply rooted sociocultural norms. Perceived quality and product reliability often associated with items sourced from informal markets play a decisive role in shaping trust and purchase intentions. Despite the growing presence of digital platforms, face-to-face interactions remain the dominant mode of exchange, reflecting persistent concerns about fraud and the centrality of interpersonal trust. In Cameroon, motivations for second-hand purchasing emerge at the intersection of pragmatic constraints, emerging ecological awareness, and specific socio-economic and cultural realities. By contextualizing second-hand consumption within the dynamics of Sub-Saharan informal markets, this study contributes to marketing research by offering a nuanced understanding of the drivers of second-hand purchasing and their implications for circular-economy practices in the Global South.

Keywords: Motivations for purchase; Second-hand products; Circular economy; Sub-Saharan Africa; Consumption second-hand goods (search for similar items in EconPapers)
Date: 2026-09-20
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Published in Discover Sustainability, 2026, ⟨10.1007/s43621-026-04700-w⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05758500

DOI: 10.1007/s43621-026-04700-w

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