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

Xinzi Wang, Hui’e Liang () and Zihuan Wang
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Xinzi Wang: School of Design, Jiangnan University, Wuxi 214122, China
Hui’e Liang: School of Design, Jiangnan University, Wuxi 214122, China
Zihuan Wang: College of Engineering and Design, Hunan Normal University, Changsha 410081, China

Sustainability, 2024, vol. 16, issue 23, 1-22

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.

Keywords: second-hand; luxury; purchasing behavior; fashion; Shanghai (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2024
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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