Secondhand Clothing in Focus

In January 2026, the Im Fokus survey, conducted in cooperation with m.core/WU Vienna, examined attitudes toward purchasing secondhand clothing. The study explored participants’ willingness to buy a used versus a new pair of jeans, how much they would be willing to pay, and how they believe others would decide in a comparable situation.
A total of 220 participants took part in the survey (51.8% female), with an average age of 43.69 years.

Purchase Intention: A Slight Preference for New

Participants rated on a scale from 1 to 7 how willing they would be to purchase a new versus a used pair of Levi’s jeans. They were also asked to estimate the purchase intention of other people of the same age and gender.
The results indicate a slight preference for buying a new pair of jeans compared to a used one. At the same time, participants assume that others of similar age and gender would show a comparable tendency.
Interestingly, respondents generally perceive others as being more willing to purchase both new and used Levi’s jeans than they report themselves.

Willingness to Pay: Self – Other Differences

In addition to purchase intention, participants indicated how much they would be willing to pay (in euros) for a new and for a used pair of Levi’s jeans. They also estimated how much others would be willing to spend.
Overall, participants are willing to pay more for a new pair of jeans than for a used one. At the same time, they believe that others would spend significantly more than they would themselves – both for new and for secondhand models.
This highlights a notable difference between self-perception and the perception of others when it comes to consumption decisions.

Psychological Ownership: When a Product Feels Like “Mine”

A key finding of the study relates to the concept of psychological ownership. The feeling that a pair of jeans is truly “one’s own” is significantly stronger for a new pair than for a used one.
This sense of ownership is linked to willingness to pay: the stronger the psychological ownership, the higher the amount participants are prepared to invest.

Conclusion

The findings paint a differentiated picture. While secondhand clothing is clearly considered an option, a slight preference for new products remains. Beyond financial considerations, psychological factors, particularly the feeling of ownership, appear to play an important role in shaping purchase decisions.

You can find the full report (in German) here!

published: 04.03.2026