The Impact of Reselling Platforms on Fashion Consumer Behavior: A Cross-Country Comparative Study

Fashion industry is at the intersection of commerce, culture, and creativity, and in recent decades, it has come under growing criticism of its social, environmental, and economic footprint. With fast fashion having long dominated global markets with its rapid production cycles, low prices, and rapid turnover, this strategy has come under growing pressure from emerging sustainable and circular alternatives. Of these, reselling platforms have grown at a phenomenal rate, not only representing a technological development in the fashion sector but also a very apparent revolution in consumer psychology, values, and construction of identity.