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The Emerging Fashion Market: A Study of Influencing Factors of Shanghai’s Second-Hand Luxury Consumers’ Purchasing Behavior with Grounded Theory

Author

Listed:
  • Xinzi Wang

    (School of Design, Jiangnan University, Wuxi 214122, China)

  • Hui’e Liang

    (School of Design, Jiangnan University, Wuxi 214122, China
    School of Media and Arts, Wuxi University, Wuxi 214063, China)

  • Zihuan Wang

    (College of Engineering and Design, Hunan Normal University, Changsha 410081, China)

Abstract

As a representative of China’s fashion market, the second-hand luxury market in Shanghai is experiencing significant growth. To deepen the understanding of sustainable fashion consumption, this study adopts grounded theory methodology and utilizes semi-structured interviews with 40 interviewees who have purchased second-hand luxury goods. Through theoretical sampling and step-by-step coding using Nvivo12, a comprehensive model was developed, identifying five main categories of factors influencing consumer purchasing behavior in Shanghai: three external factors—store factors, product factors, and social environments—and two internal factors—benefit cognition and personal factors. Based on these factors, we propose the following managerial implications: managers should explore new digital channels to expand service chains, leveraging celebrity endorsements to promote sustainability initiatives. Additionally, broadening product sourcing channels and establishing a standardized recycling system, while enhancing the management and monitoring of high-risk products, are essential steps. Maintaining competitive pricing, high inventory turnover, and a diverse product range are also critical measures. Furthermore, the government should increase support for second-hand luxury sales in urban commerce, fostering a competitive and sustainable business ecosystem.

Suggested Citation

  • Xinzi Wang & Hui’e Liang & Zihuan Wang, 2024. "The Emerging Fashion Market: A Study of Influencing Factors of Shanghai’s Second-Hand Luxury Consumers’ Purchasing Behavior with Grounded Theory," Sustainability, MDPI, vol. 16(23), pages 1-22, November.
    • Handle: RePEc:gam:jsusta:v:16:y:2024:i:23:p:10201-:d:1526564
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    References listed on IDEAS

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