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IntroductionThe global crisis of textile waste stemming from the fast fashion industry has necessitated a rapid transition toward circular economies. In the Philippines, the ukay-ukay market represents a culturally embedded, grassroots model of circularity that has historically been viewed primarily through a lens of economic necessity. However, the contemporary motivations driving this sector remain largely misunderstood. This study addresses this gap by investigating the drivers behind Filipino consumers’ engagement with second-hand apparel from the “market-facing” perspective of business owners. By treating sellers as expert observers of consumer psychographics, the research seeks to move beyond traditional assumptions and explore how this informal market facilitates a shift from survival-based consumption to sophisticated identity construction.MethodsThis study utilized a qualitative approach grounded in reflexive thematic analysis. Primary data were collected through in-depth interviews with 17 ukay-ukay entrepreneurs, a sample size determined by reaching thematic saturation. The participant pool was intentionally diverse, featuring legacy entrepreneurs who provided longitudinal depth and newer entrants who validated current, trend-driven shifts such as digital commerce. To interpret the findings, the study introduced a dual-theory lens that integrates the Theory of Planned Behavior (TPB) and the Diffusion of Innovation (DOI). This framework allowed for a simultaneous analysis of micro-level intentions, such as attitudes and subjective norms and macro-level adoption dynamics, including relative advantage and complexity.ResultsThe analysis revealed seven interconnected motivational themes that define the ukay-ukay landscape: redefined affordability, social influences, the pursuit of uniqueness, perceptions of quality, growing environmental awareness, the thrill of discovery, and the importance of trust. These findings indicate a significant evolution in the market, where consumers increasingly use ... |