Cameroon interviews reveal diverse motives for buying second-hand products

An exploratory qualitative study based on 40 semi-structured interviews with urban consumers in Cameroon found that second-hand purchasing is driven by more than economic necessity. Environmental concerns, identity-related considerations, the experience of acquiring and using pre-owned goods, and established sociocultural norms all shaped participants’ decisions. Perceived quality and product reliability were decisive in determining trust and purchase intentions, particularly for products sourced from informal markets.

The research examined a commercial environment in which informal markets are rapidly expanding while socioeconomic constraints persist. In this setting, second-hand consumption emerged from a combination of practical pressures, emerging ecological awareness and local socioeconomic and cultural realities. The findings therefore characterize buying second-hand products as a multifaceted consumer practice rather than solely a response to poverty or a shortage of alternatives. The study does not quantify the relative importance of individual motives, and its qualitative design does not establish that the views captured in the interviews represent all consumers in Cameroon or Sub-Saharan Africa.

Environmental motivation was one of the reasons identified by participants, but it operated alongside identity-related and experiential logics. Some participants were drawn to the distinctive value of second-hand goods or to the experience associated with obtaining and using them, while deeply rooted sociocultural norms influenced what people regarded as acceptable. Participants also evaluated the perceived quality and reliability of second-hand products, perceptions that could determine whether they trusted an item and intended to purchase it.

Interpersonal trust remained central even as digital platforms became increasingly visible. Face-to-face interaction was the dominant mode of exchange, reflecting persistent concerns about fraud and the importance placed on direct contact with sellers. The study indicates that digital options have not displaced in-person trading, but it does not provide numerical evidence about the prevalence or future trajectory of either exchange method.

By placing consumer motives in the context of Cameroon’s informal markets, the study offers implications for circular-economy practices in the Global South. It shows that participation in second-hand markets involves not only economic considerations but also environmental concerns, social meanings, experiential preferences, perceived product condition and confidence in sellers. These findings may help frame how second-hand consumption is understood within informal-market dynamics, rather than demonstrating that any particular policy or platform will increase reuse. The authors position the work as a contribution to marketing research and a contextual account of second-hand consumption in African informal markets.

Subject of Research: Exploratory qualitative research on consumer motivations for second-hand product purchases in urban Cameroon

Article Title: Motivations for purchasing second hand products in sub Saharan Africa and circular economy implications

Article References: Mbam, A. J., & Choutac, C. (2026). Motivations for purchasing second hand products in sub Saharan Africa and circular economy implications. Discover Sustainability. https://doi.org/10.1007/s43621-026-04700-w

Image Credits: AI Generated

DOI: 10.1007/s43621-026-04700-w

Keywords: second-hand consumption, Cameroon, consumer behavior, informal markets, circular economy, qualitative interviews, interpersonal trust, environmental motivation, product quality, Global South, Motivations, purchasing