This study develops a mathematical model to examine demand for second-hand school uniforms in the UK, focusing on key drivers (cost savings, environmental benefits) and barriers (social stigma). It evaluates how school-led initiatives, such as awareness campaigns, can reduce stigma and boost adoption, and assesses the welfare effects of policy interventions including subsidies and anti-stigma measures. Using primary survey data for calibration, the model is solved numerically to obtain the market equilibrium, from which the effectiveness of policy interventions is evaluated. The analysis shows how raising awareness of financial and environmental benefits, alongside leveraging schools’ institutional influence, can shift market equilibrium, increase adoption rates, and promote sustainable consumption.
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