Swedish newspapers and media sites write that secondhand shopping is a growing consumption trend in today’s society. People’s consumer behavior affect their choice of purchasing brands and products, where secondhand shopping is a choice.

The aim with this study is to explore and analyze college-aged Generation Y’s consumer behavior and attitudes towards subcultures and brand community in secondhand shopping. To conduct the research, we have used a qualitative method with a hermeneutic approach.

The research was performed by using a model we called the Modified Identity Prism, which has been constructed and defined by us, based on Kaprefer’s (1997) Brand Identity Prism. With help of the Modified Identity Prism’s different facets, we have been able to understand and interpret Generation Y’s consumer behavior and the drivers for their opinions and attitudes toward secondhand shopping.

The study shows that even though secondhand shopping is a growing consumption trend in the society, the majority of our respondents do not purchase products and brands secondhand. Empirical findings show that different factors affect consumer behavior in different ways, where consumers’ self-identity and the relationship to surroundings are significant key factors influencing consumer behavior. Furthermore, findings show that our interviewed students, overall, have negative attitudes to secondhand products.

We have taken practical and social implications to consideration in our study. Our study contributes to a deeper understanding of college-aged Generation Y’s consumer behavior to secondhand shopping. Moreover, results of the study aims to be used as guidelines for companies with focus on secondhand consumption.