When Secondhand Replaces New
In 2024, the City of Copenhagen commissioned a study from Behave Green to explore when and why Copenhageners choose secondhand items instead of buying new. The report sheds light on how often secondhand purchases actually replace new purchases, known as the replacement rate, and which channels and product categories have the greatest climate benefit.
Key Findings: New Insights on Climate Impact
The findings show that secondhand does not always replace new consumption, but when it does, the climate savings are significant. We now have detailed insights into which factors matter most for substitution and how the city can best design initiatives to increase the climate impact of reuse.
Across secondhand channels, the replacement rate ranges from 37–55%. Digital marketplaces show the highest replacement rate (55%), while charitable thrift stores (38%) bulky waste items (37%) score lower. In general replacement varies strongly by product category, with personal electronics having the highest replacement rate (81%), and clothing, shoes, and accessories having the lowest (31%).
Occasional secondhand users contribute the most to replacement. For people who buy secondhand fewer than once per year, 66% of purchases replace new items. For those who buy more than 20 secondhand items annually, only 23% replace a new purchase.
These insights highlight that the greatest climate and resource benefits occur when consumers pay for secondhand goods, when they can find exactly the item they need, and particularly for products that are rarely bought on impulse, such as electronics and appliances.
The report provides the City of Copenhagen with crucial knowledge for future initiatives: rather than encouraging frequent secondhand users to buy even more, it is more effective to reach new users and expand the overall share of Copenhageners who choose secondhand. This evidence can guide how the city organizes direct reuse at recycling centres and how it collaborates with private and charitable actors to scale up reuse.