The concept of Köpskam comes from the combination of two Swedish words, “Kop” for to buy and “Skam” for shame, reflecting the shame associated with the act of buying or consuming. This term emerged following the attention given to “flygskam,” the shame of flying. This form of shame, linked to a perception of overconsumption, can particularly affect industries where a certain proportion of purchases are considered superfluous and harmful to the environment, such as air travel in the context of tourism or the fashion and textile sector. Conversely, secondhand markets and refurbished products can naturally benefit from this trend. Beyond its societal impact, the phenomenon of Köpskam must be taken into account in marketing and advertising strategies. This consideration can lead to the development of advertising campaigns and sales techniques designed to adapt to this growing sensitivity.