What the study found
Filipino consumers' engagement with ukay-ukay second-hand clothing is described as moving beyond cost-saving toward identity construction. The study identified seven linked motivations: redefined affordability, social influences, uniqueness, quality perceptions, environmental awareness, the thrill of discovery, and trust.
Why the authors say this matters
The authors conclude that their findings help explain how a culturally embedded informal market can support a shift from survival-based consumption to identity-driven adoption. They also say the study offers a context-specific framework for understanding sustainable fashion in emerging economies and provides actionable insights for entrepreneurship and policy-making.
What the researchers tested
The researchers used a qualitative study design with reflexive thematic analysis. They conducted in-depth interviews with 17 ukay-ukay entrepreneurs, including both legacy entrepreneurs and newer entrants, and interpreted the findings using an integrated Theory of Planned Behavior and Diffusion of Innovation framework.
What worked and what didn't
The analysis found seven interconnected motivational themes, and the findings indicate that trust functions as a proxy for perceived behavioral control, meaning relational reliability helps consumers feel able to complete transactions in an informal market. The study also states that professional curation and live selling on social media have reduced perceived complexity and increased behavioral control, while affordability and uniqueness together shape attitudes and perceived relative advantage.
What to keep in mind
The abstract does not describe quantitative testing, and the findings come from interviews with 17 entrepreneurs rather than direct interviews with consumers. The available summary does not list additional limitations beyond the study's qualitative scope.
Key points
- The study says ukay-ukay shopping is increasingly tied to identity construction, not just affordability.
- Seven motivations were identified: affordability, social influence, uniqueness, quality, environmental awareness, discovery, and trust.
- Trust was described as a proxy for perceived behavioral control in an informal market.
- The researchers interviewed 17 ukay-ukay entrepreneurs and used reflexive thematic analysis.
- The authors say professional curation and live selling on social media have reduced perceived complexity.
Disclosure
- Research title:
- Ukay-ukay consumption is increasingly shaped by identity and trust
- Authors:
- Dana Kaye Monina L. Aldon, Caroline Swee Lin Tan, Saniyat Islam
- Institutions:
- RMIT Europe
- Publication date:
- 2026-03-10
- OpenAlex record:
- View
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