Do Second-Hand Apparel Online Stores Employ Sustainable Fashion Strategies? A Detailed Website Analysis

Sustainable fashion has transitioned from niche to essential for the textile industry, driven by consumer demand and regulations. However, while the operational side of sustainability is well-documented, the digital communication of these practices remains under-explored. This paper investigates the intersection of sustainable fashion and e-commerce, specifically focusing on how second-hand apparel retailers communicate their environmental and social impact to consumers. The study addresses a gap in the literature regarding marketing strategies that promote reduced consumption and circularity. Using a sample of 27 fashion resale platforms accessible to the Romanian market, including both international leaders and local players, the research employs a proprietary evaluation framework. This instrument comprises 21 indicators anchored in international standards: ISO 14001, GRI Standards and UN SDG. The results reveal a significant “transparency gap.” While social commerce features that drive circularity are becoming common, hard data regarding production impact and labor equity is rarely disclosed. The study validates six hypotheses through a “proof of concept” approach, demonstrating that while the technological capability to be transparent exists (as proven by market leaders), it has not yet been widely adopted by local retailers. The analysis highlights a dichotomy in the market: while Peer-to-Peer (P2P) platforms successfully leverage social interaction to drive circular behavior, traditional B2C resale models often lack the educational and transparent depth required to fully engage the conscious consumer. The paper contributes an adaptable evaluation instrument and recommendations for retailers to transition into educational hubs for circular consumption.