An Analysis of Consumers’ Thrifting Practices as an Act of Eudaimonia

In this chapter, we adopt Arendt’s (The Human Condition. University of Chicago Press, 1958) interpretation of Aristotle’s concept of Eudaimonia and virtuous actions to analyze how consumers pursue a state of individual and communitarian well-being by engaging in thrifting practices. According to Arendt, virtuous actions are supposed to be free, plural communicative performances that allow people to begin something anew, and to express their joy at creating something new by interacting with social groups. With the advent of apps and technologies that are making it easier and easier to resell and buy old clothes or items, we see in thrifting practices a context in which consumers publicly and collaboratively construct a more ethical and sustainable circuit of consumption. In our chapter, we subsequently explore and elaborate on how thrifting can represent a realm where consumers pursue the attainment of a eudaimonic state and a flourishing virtuous life.