Understanding the Factors Behind Chinese Consumers' Second-Hand Clothing Purchases

October 13, 2025 - 15:59

A recent study has developed an integrated theoretical framework to analyze the various factors that influence the intention of Chinese consumers to purchase second-hand clothing (SHC). By combining the Theory of Planned Behavior (TPB) with aspects such as face consciousness and past purchase experience, the research aims to provide a deeper understanding of consumer behavior in this growing market.

The findings indicate that face consciousness, which refers to the concern for social image and acceptance, plays a significant role in shaping consumer attitudes towards second-hand clothing. Additionally, previous experiences with purchasing SHC can significantly impact future buying intentions, demonstrating that familiarity and satisfaction are crucial elements in this market.

As sustainability becomes increasingly important to consumers, the study highlights the potential for second-hand clothing to not only satisfy environmental concerns but also cater to the social dynamics of modern Chinese society. This research contributes valuable insights for retailers and marketers looking to tap into the burgeoning second-hand clothing sector in China.