Thesis, 15 September: AN EXPLORATORY APPROACH ON THE DYNAMICS OF CLOTHES PRACTICES INVOLVING IMPORTED SECOND-HAND CLOTHING SEEN FROM THE PERSPECTIVE OF YOUNG ADULTS IN CAMEROON
Author
Matchop, Noussi Francine
Term
4. term
Publication year
2021
Submitted on
2021-09-14
Pages
74
Abstract
Verdenshandlen med genbrugstøj er vokset markant og overstiger nu 1 mia. dollars om året. I Cameroun er køb af genbrugstøj ikke længere forbeholdt de fattigste; det dækker tøjbehov på tværs af samfundslag afhængigt af anledning og kontekst. Unge voksne har udviklet evner til at mixe og matche tøj, så det passer til deres personlige præferencer. Dette studie flytter fokus fra et snævert økonomisk blik til et forbrugercentreret perspektiv for at undersøge, hvordan unge voksne opfatter og praktiserer forbruget af genbrugstøj, samt hvilke motivationer og barrierer der spiller ind. Undersøgelsen bygger på kvalitative, dybdegående interviews med forbrugere af genbrugstøj i Yaoundé, Douala og Garoua i Cameroun. Fundene fortolkes med udgangspunkt i Elizabeth Shoves social praksisteori, som ser på, hvordan materialer, kompetencer og betydninger tilsammen former hverdagspraksisser. Resultaterne viser flere drivkræfter: Selv når genbrugstøj tilbydes til lavere priser – eller til samme pris – opleves det som interessant at købe et allerede brugt, men bedre kvalitetsplagg. Derudover supplerer forbrugerne deres garderobe med genbrugstøj for at skille sig ud; det at eje et unikt stykke tøj giver ejeren karakter. Studiet bidrager dermed med et forbrugerperspektiv på genbrugstøj blandt unge voksne i Cameroun.
The global trade in second-hand clothing has grown rapidly and now exceeds $1 billion per year. In Cameroon, buying second-hand clothing is no longer limited to the poor; it meets clothing needs across social groups depending on occasion and context. Young adults have developed skills to mix and match items to suit their personal style. This study shifts from a narrow economic lens to a consumer-centered perspective to explore how young adults perceive and practice second-hand clothing consumption, and to understand the motivations and barriers involved. It uses a qualitative approach based on in-depth interviews with second-hand clothing consumers in Yaoundé, Douala, and Garoua in Cameroon. The findings are interpreted through Elizabeth Shove’s social practice theory, which examines how materials, skills, and meanings come together to shape everyday practices. The results point to multiple drivers: even when second-hand items are offered at lower prices—or at the same price—many consumers find it appealing to buy garments that, although previously worn, offer better quality. Consumers also use second-hand apparel to complement their wardrobes and stand out, because owning a unique piece adds character to its wearer. The study thus adds a consumer perspective to second-hand clothing among young adults in Cameroon.
[This summary has been rewritten with the help of AI based on the project's original abstract]
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