Consumer Behavior

Forming Sustained Consumption: Examining Young Consumers’ Post-Purchase Behavior of Second-hand Clothing

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Abstract

The fashion industry is increasingly emphasizing sustainable consumption practices to mitigate its environmental impact. Resale, a vital component of circular fashion involving the trade of second-hand clothing, is gaining prominence due to its practicality. Grounded in expectation confirmation theory, this study adopts a qualitative approach and conducts thirty in-depth interviews with experienced Chinese consumers of second-hand clothing to explore their post-purchase behavior. The findings reveal that consumers prioritize different factors when making online purchases of second-hand clothing, with product and seller-related attributes emerging as the primary influencers. Performance perceptions of second-hand clothing platforms, products, and sellers vary depending on consumers’ purchase frequency. Additionally, the study shows that half of the participants have developed a habitual practice of consuming second-hand clothing. These results underscore the importance of transparency, trust, and effective communication in the second-hand clothing market. Implications are discussed.

Keywords: circular fashion, sustainable consumption, second-hand clothing, consumer behavior

How to Cite:

Liu, S., Lang, C. & Liu, C., (2025) “Forming Sustained Consumption: Examining Young Consumers’ Post-Purchase Behavior of Second-hand Clothing”, International Textile and Apparel Association Annual Conference Proceedings 81(1). doi: https://doi.org/10.31274/itaa.18751