Second-hand apps and consumer behavior

Apps like Vinted and Too Good To Go have made second-hand shopping and reducing food waste easier for many. However, the possibility of finding good deals on these platforms can also lead people to buy more than they need, blurring the line between sustainable and excessive consumption.

Study on food waste and app use

A study on young users of food-sharing apps found that those who used them more frequently were more likely to buy food they ended up throwing away. For instance, buying a basket of pastries for 4 euros on Too Good To Go might seem like a responsible choice, but it can still result in waste if the food isn't consumed.

Simplified sustainable practices

Second-hand and anti-waste apps have simplified sustainable habits that used to require more effort, such as buying used items or avoiding food waste. In France, 42% of people now buy clothes on second-hand platforms, with 90% of them using Vinted. However, 30% of those who resell their clothes end up buying new ones with the money earned.

The gap between perception and reality

According to a 2025 survey by the Agency for Ecological Transition (Ademe), French people believe they own an average of 79 pieces of clothing, but in reality, they possess 175. This discrepancy raises questions about whether these apps truly reduce consumption or merely change how people consume.

Motivations behind app use

Research on users of Vinted and Too Good To Go shows that while environmental concerns are a factor, practical reasons like saving money and finding good deals are often more important. A 2023 report found that 47% of Vinted buyers cited affordable prices as a motivation, compared to 20% who mentioned environmental concerns.

The paradox of sustainable consumption

Buying second-hand can seem more responsible, but it doesn't necessarily lead to overall reduced consumption. For example, buying a second-hand pair of jeans for 20 euros instead of a new one for 90 euros might seem sustainable, but it could lead to buying multiple items instead of just one.

Mechanisms that encourage more consumption

A 2025 study found that Vinted's promotional offers in bundles can encourage overconsumption, and spending more time on the app is linked to impulsive purchases. The ability to resell items also reduces the perceived commitment of a purchase, leading to a rebound effect where consumption increases despite the intention to reduce it.

The role of product quality and lifespan

The sustainability of second-hand purchases depends not only on the quantity but also on the quality and lifespan of the items. A fast fashion item bought cheaply and quickly resold doesn't become sustainable just because it changes hands. Its impact depends on how long it is used before it is discarded.

Food waste and the rebound effect

With Too Good To Go, the risk of buying more food because of lower prices can lead to waste. A 2026 study of Italian users found that more frequent app use was associated with a higher proportion of purchased food being thrown away, suggesting a rebound effect in food consumption as well.

The broader impact of these apps

While these platforms have made sustainable practices more accessible, their true impact goes beyond the number of items resold or meals saved. Evaluating their success requires looking at whether they change long-term consumer behavior, such as how often people buy, how much they use what they buy, and what they end up throwing away.

A call for mindful consumption

Consumers are encouraged to reflect before making a purchase on these apps: do they really need the item, or are they mainly drawn by its price? Can they use all the contents of a surprise basket? These questions help both individuals and platforms rethink the mechanisms that drive consumption.