This research seeks to evaluate consumer incentives in advocating for social and ecological change. We focused our research in how the second hand clothing industry and the possible social and ecological benefits associated with the industry. Analyzing Yelp reviews for expressed values, we found a vast majority on hedonic and economic values rather than ethically concerned values. This provides insight into how incremental social change happens through consumers and how Yelp provides a certain framework for some values over others. Further studies may focus on issues of equitable access to redistributed clothing, as explored in our pilot study.