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Title Chinese young consumers' buying behavior of online second-hand clothing
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Publication Date
Discipline/Department Engineering and Business
University/Publisher University of Borås
Abstract Recent years have witnessed the increasing popularity of second-hand clothing (SHC) worldwide. In the developed countries, consumers show more willingness to accept SHC and the SHC market is relatively mature. In China, consumers’ attitudes towards SHC is always somewhat negative for many reasons. However, nowadays more Chinese young consumers have intentions to buy SHC partly because they want to follow the global fashion trend or to sustain the environment. To recycle and reuse waste textiles, some regulations have been issued by the Chinese government, but restrictions are still put on trading SHC and it is far from enough to formulate a perfect SHC market. The emergence of online platforms such as Idle Fish and Zhuan Zhuan stimulate the potential market and provide a new channel for trading SHC.As reducing clothing production and waste is one of the solutions to alleviate environmental burden in China, it is necessary to improve Chinese consumers’ buying behavior of SHC. This investigation is concentrated on Chinese young consumers, to gain an insight of how they think of SHC and what factors will influence their purchase behavior. A mixed method was applied in this investigation, which included the semi-structured interview and the self-completion questionnaire. Respondents are mostly from Shanghai and Shandong province, aged between 18 to 24 years old. Factors affecting Chinese young consumers’ buying behavior were assessed in three dimensions: perceived concerns, perceived values and subjective norm. When analyzing the data, comparisons between genders or districts were made. It could be observed that three words ‘unsanitary’, ‘cheap’ and ‘eco-friendly’ are used most by Chinese young consumers to express their views on SHC. Among all the factors, hygiene and safety problem is the biggest concern to a majority of Chinese young consumers. Although SHC is not prevailing in China now, it is likely for them to buy it in the future if platforms can be improved and trading SHC can be supported by the government. Since possible ways of improving buying behavior are only given through Chinese young consumers’ perspective, they should be examined from platform operators’ and government’s point of view in the future research.
Subjects/Keywords second-hand clothing; Chinese young consumers; online second-hand clothing trading platforms; environment; Business Administration; Företagsekonomi
Language en
Country of Publication se
Record ID oai:DiVA.org:hb-14000
Repository diva
Date Indexed 2020-01-03

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…including its platforms, as physical stores are seemed not to be allowed to sell used clothes as stated above, and it is indeed the case in the authors’ experience. Besides, online trading is now the main shopping way for Chinese young consumer. Hence…

…unilateral suggestions to enhance young consumers’ buying behavior are also provided, which may be helpful to operators of online second-hand trading platforms. Although some articles have mentioned young consumers’ attitudes towards SHC and factors affecting…

…Second-hand Trading Platforms in China China’s second-hand clothing trading platforms have been struggling. Liang Yi Hui, for example, is a new platform of second-hand fashion trading. This platform focuses on the recycling of fast fashion brands. It has…

…specific regulations. On behalf of what is said here, the proportion of second-hand clothes sold in China is actually small (Qdaily.com, 2016). There are two main online SHC trading platforms in China now, one is Idle Fish mentioned above, the…

…on the materials collected in the literature review (Chapter 2), and the questions were divided into main questions and follow-up questions. They mainly focused on SHC purchase behavior, the current status of SHC trading platforms and…

…suggestions of improvements to the trading platforms. The questions were designed as open-ended questions, which enable interviewees to answer freely and deeply. To saturate categories for subsequent analysis, a pre-interview with one respondent was done…

…were also used as a reference for summarizing the points after the interview. All materials gathered from the interviews were very helpful for us to reach a deeper understanding about how Chinese young people think of SHC and its trading platforms, and…

…Shanghai Count Column N % Count Column N % Unsanitary 66 64.1% 49 52.1% Eco-friendly 37 35.9% 41 43.6% Cheap 46 44.7% 50 53.2% Question 5: Which online SHC trading platforms have you heard of before? (Alternatives are Idle Fish…

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