Sustainability and Social Responsibility

Mapping the Mind: Motivators and Barriers to Consumer Continuance of Online Fashion Resale

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Abstract

The purpose of this study is to investigate the factors influencing consumers’ continuance in fashion resale and to identify if these factors are consistent with those affecting their initial adoption of this sustainable approach. The theory of customer value was applied to better understand the motivations and concerns revealed by consumers’ experiences. An online open-ended survey was developed with the sample recruited in the USA. In total, 977 complete responses were collected. A content analysis was then conducted using Nvivo 14 to explore the factors influencing continuance in fashion resale. The findings revealed five major themes of fashion resale benefits, including functional value, economic value, environmental value, emotional value, epistemic value, and conditional value. In addition, six major costs to explain consumers’ continuance of buying fashion items through online resale channels were also identified, which include product risk, security risk, performance risk, service risk, financial risk, and social risk. 

Keywords: Circular fashion, fashion resale, consumer value theory, benefits, risks, circular fashion

How to Cite:

Lang, C., Liu, C. & Xia, S., (2025) “Mapping the Mind: Motivators and Barriers to Consumer Continuance of Online Fashion Resale”, International Textile and Apparel Association Annual Conference Proceedings 81(1). doi: https://doi.org/10.31274/itaa.18776