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Exploring the Key Factors Affecting Customer Satisfaction in China’s Sustainable Second-Hand Clothing Market: A Mixed Methods Approach

Author

Listed:
  • Yu Yao

    (Department of Textile Design, Sangmyung University, Cheonan 31066, Republic of Korea)

  • Huiya Xu

    (Department of Textile Design, Sangmyung University, Cheonan 31066, Republic of Korea)

  • Ha-Young Song

    (Department of Textile Design, Sangmyung University, Cheonan 31066, Republic of Korea)

Abstract

Driven by the increasing awareness of environmental protection and the demand for personalized fashion, China’s second-hand clothing market is developing rapidly. Chinese consumers have begun to accept second-hand clothing, and online platforms such as Xianyu and Zhier have promoted the widespread trading of second-hand clothing. This study explored the key factors influencing customer satisfaction in China’s sustainable second-hand clothing market. Using a mixed research approach, factors such as pricing strategy, product quality, brand image, customer service, market environment and promotions were identified. The conclusion of grounded theory is that price, product quality, brand reputation, customer service quality, economic environment and platform promotions have a strong impact on customer satisfaction. The Kano model highlights the sensitivity of customer service quality, economic environment and promotions in improving satisfaction. Price is crucial, confirming the price sensitivity of customers. Brand reputation and product quality significantly increase satisfaction. Customer satisfaction significantly affects the amount of sustainable recycling. This study improves the theoretical framework and research hypotheses, provides valuable insights for future research and practical applications and contributes to the sustainable development of the second-hand clothing market.

Suggested Citation

  • Yu Yao & Huiya Xu & Ha-Young Song, 2025. "Exploring the Key Factors Affecting Customer Satisfaction in China’s Sustainable Second-Hand Clothing Market: A Mixed Methods Approach," Sustainability, MDPI, vol. 17(4), pages 1-33, February.
    • Handle: RePEc:gam:jsusta:v:17:y:2025:i:4:p:1694-:d:1593825
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    References listed on IDEAS

    as
    1. Sarah Gray & Angela Druckman & Jhuma Sadhukhan & Keith James, 2022. "Reducing the Environmental Impact of Clothing: An Exploration of the Potential of Alternative Business Models," Sustainability, MDPI, vol. 14(10), pages 1-24, May.
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    3. An Hai Ta & Leena Aarikka-Stenroos & Lauri Litovuo, 2022. "Customer Experience in Circular Economy: Experiential Dimensions among Consumers of Reused and Recycled Clothes," Sustainability, MDPI, vol. 14(1), pages 1-18, January.
    4. 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.
    5. Razvan-Andrei Corbos & Ovidiu-Iulian Bunea & Monica Triculescu, 2023. "Towards Sustainable Consumption: Consumer Behavior and Market Segmentation in the Second-Hand Clothing Industry," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 25(S17), pages 1064-1064, November.
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