| Abstract: | This paper considers several implications of the fact that charity shops are part of the wider class of second‐hand markets. This approach attempts to complement research on other features of charity shops like the distinctive nature of voluntary work and the identities of charity shop consumers. It is argued that the functioning of second‐hand markets highlights some limitations in traditional models of consumer behaviour. This gives charity shops (and second‐hand markets in general) an important role in developing more effective theories of consumption. At the same time, there are more practical reasons for being aware of the limitations of existing theories. In particular, marketing for charity shops will be ineffective if their functions are misunderstood. The paper also illustrates how these theoretical insights have practical implications. Copyright © 2000 Henry Stewart Publications |
