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Consumer Engagement in Fashion Circularity in China: Exploring Consumer Online Fashion Resale through the Lens of Social Practice Theory

Author

Listed:
  • Sujun Liu

    (Department of Textiles, Apparel Design, and Merchandising, College of Agriculture, Louisiana State University, Baton Rouge, LA 70803, USA)

  • Chuanlan Liu

    (Department of Textiles, Apparel Design, and Merchandising, College of Agriculture, Louisiana State University, Baton Rouge, LA 70803, USA)

  • Chunmin Lang

    (Department of Textiles, Apparel Design, and Merchandising, College of Agriculture, Louisiana State University, Baton Rouge, LA 70803, USA)

Abstract

Fashion resale has emerged as a notable strategy for the fashion industry to reduce its environmental footprint by promoting fashion circularity. Despite extensive research on consumer awareness of resale and the purchase of pre-owned items, there remains a gap in understanding the factors that influence consumers’ participation in resale markets, encompassing both selling and buying practices. Drawing on social practice theory (SPT), this qualitative study examines the nuanced factors influencing consumers’ online resale practices and investigates how online fashion resale practices (OFRPs) have become integrated into their daily consumption patterns. In-depth interviews were conducted with thirty experienced Chinese consumers engaged in both the selling and buying practices of secondhand fashion. Initially, the study identified eight nuanced motivations and seven challenges influencing consumers’ OFRPs. Subsequently, the research uncovered two types of materials and seven core skills necessary for successful OFRP transactions, along with six associated meanings of OFRPs. Specifically, we found that participants seamlessly integrated OFRP into their daily routines through nurtured sociality, and OFRP only fostered sustainable consumption behaviors in one-third of participants, suggesting significant room for improvement. This study provides empirical insights into the existing literature and offers actionable recommendations to key stakeholders for advancing fashion circularity—a critical objective for the sustainability of the fashion industry.

Suggested Citation

  • Sujun Liu & Chuanlan Liu & Chunmin Lang, 2024. "Consumer Engagement in Fashion Circularity in China: Exploring Consumer Online Fashion Resale through the Lens of Social Practice Theory," Sustainability, MDPI, vol. 16(11), pages 1-19, June.
  • Handle: RePEc:gam:jsusta:v:16:y:2024:i:11:p:4733-:d:1407295
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    References listed on IDEAS

    as
    1. Yuru Liu & Yan Wan, 2023. "Consumer Satisfaction with the Online Dispute Resolution on a Second-Hand Goods-Trading Platform," Sustainability, MDPI, vol. 15(4), pages 1-15, February.
    2. Hsunchi Chu, 2013. "A conceptual model of motivations for consumer resale on C2C websites," The Service Industries Journal, Taylor & Francis Journals, vol. 33(15-16), pages 1527-1543, December.
    3. Woolridge, Anne C. & Ward, Garth D. & Phillips, Paul S. & Collins, Michael & Gandy, Simon, 2006. "Life cycle assessment for reuse/recycling of donated waste textiles compared to use of virgin material: An UK energy saving perspective," Resources, Conservation & Recycling, Elsevier, vol. 46(1), pages 94-103.
    4. Chuanlan Liu & Jeremy M. Bernardoni & Zhongjie Wang, 2023. "Examining Generation Z Consumer Online Fashion Resale Participation and Continuance Intention through the Lens of Consumer Perceived Value," Sustainability, MDPI, vol. 15(10), pages 1-18, May.
    5. Chuanlan Liu & Sibei Xia & Chunmin Lang, 2023. "Online Luxury Resale Platforms and Customer Experiences: A Text Mining Analysis of Online Reviews," Sustainability, MDPI, vol. 15(10), pages 1-19, May.
    6. Zhongjie Wang & Chuanlan Liu, 2023. "Mining Chinese Consumer Minds: Motivations for Selling Unwanted Fashion Items in Online Resale Marketplaces," Sustainability, MDPI, vol. 15(16), pages 1-16, August.
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