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Research article2022Peer reviewedOpen access

Ethical Pro-Environmental Self-Identity Practice: The Case of Second-Hand Products

Arman, Saleh Md; Mark-Herbert, Cecilia


As part of sustainable development, more attention is being placed on consumer behavior. Revised economic models have resulted in an understanding of the need for a circular economy. In this perspective, the consumer is not merely the buyer of the product but also a seller in consumer-to-consumer (C2C) activities, here referred to as re-commerce. In this qualitative study, researchers conducted in-depth interviews of 32 respondents from two countries who had second-hand product trading experience on Facebook. The study uses thematic content analysis to analyze the themes of ethical pro-environmental self-identity (PESI) practices in the respondents' everyday lives. In this study, challenges relating to understanding conditions for fruitful re-commerce are framed in a social practice theory. Focus is placed on ethical pro-environmental self-identity in the context of selling or buying products in Bangladesh and Sweden. The contributions of this study relate to consumer perspectives on what enables re-commerce for six selected product categories. The study also points to the importance of social media and context-bound differences between product groups as well as individuals in two national contexts.


circular economy; consumer behavior; ethical consumption; emerging economy; ethical PESI practice; pro-environmental self-identity (PESI); re-commerce; responsible consumption

Published in

2022, Volume: 14, number: 4, article number: 2154
Publisher: MDPI

    Sustainable Development Goals

    SDG8 Decent work and economic growth
    SDG12 Responsible consumption and production

    UKÄ Subject classification

    Other Social Sciences not elsewhere specified
    Sociology (excluding Social work, Social Psychology and Social Anthropology)

    Publication identifier


    Permanent link to this page (URI)