ECOVIA: Advancing Circular Economy Practices Through Thrifting-Based E-Commerce and Consumer Engagement

Abstract

The worldwide shift towards sustainable consumption placed second-hand items at the center of the circular economy, revamping consumer behavior and the digital retail market. This study introduces Ecovia, a revolutionary online second-hand shopping platform that aims to counter the ecological and economic struggles of fast fashion through the reuse, resale, and refashioning of second-hand products. Unlike conventional resale websites, Ecovia involves a social model merged with an eco-impact calculator that quantifies resources saved in terms of water, co2, thereby enhancing transparency and consumer awareness.

By employing a mixed-method study, the research analyzes consumer trust, interest in repurchase, and willingness to accept second-hand clothing in terms of product quality, price sensitivity, perceived risk, and promotion channels. It also investigates the influence of online community activism and environmental concern, particularly from Generation Z, in influencing the shift away from conventional consumption behavior towards sustainable options.

The study suggests that customer trust in second-hand clothing is sustained not only by availability and affordability but also by greenness and peer-to-peer communication. By merging affordability, environmental responsibility, and lifestyle-focused trade, Ecovia demonstrates the potential for online thrifting platforms to transcend exchange-based transactions to facilitate long-term behavioral change towards sustainable consumption. The study showcases Ecovia's viability as a scalable business that fills the gap between e-commerce innovation and green responsibility, adding value to real-world solutions in sustainable fashion.