Beyond the Throwaway Society: Motivations and Disincentives for Second-hand Shopping in China

Jia, Meina

4. term

Culture, Communication and Globalization, Master

2018

2018-05-31

53

Køb af brugte varer bliver ofte fremhævet som en nem måde at reducere affald og spare ressourcer. I Kina, verdens næststørste forbrugermarked, afhænger fremskridt mod bæredygtighed af, hvordan forbrugerne tager imod denne mulighed. Dette speciale undersøger, hvordan unge kinesiske forbrugere opfatter køb af brugte varer, og hvad der motiverer eller afholder dem. Studiet kombinerer to metoder: dybdegående interviews med otte unge voksne med forskellige erfaringer med at købe brugt samt en spørgeskemaundersøgelse blandt 102 unge forbrugere for at teste og udbygge interviewresultaterne. Analysen er guidet af teorien om planlagt adfærd (som forbinder holdninger, sociale normer og oplevet kontrol med intentioner) og af opfattet risiko (ideen om, at bekymringer for potentielle problemer kan afholde fra køb). Samlet hjælper disse rammer med at identificere både interne og eksterne faktorer, der former køb af brugte varer i Kina. Resultaterne peger på tre hovedmotiver: økonomiske (især at få en retfærdig pris), etiske (miljøgevinster) og æstetiske (tiltrækningen ved vintage-design). Blandt bekymringerne er renlighed den mest fremtrædende, sammen med tvivl om produktkvalitet, ubehag ved det identitetssignal, der knytter sig til at købe brugt, og negative følelser omkring selve købsoplevelsen. Samlet set vejer disse barrierer tungere end motiverne, når unge forbrugere beslutter, om de vil købe brugt. Resultaterne antyder, at genbrugsforhandlere og andre aktører bør fremhæve retfærdige priser, miljøvenlige fordele og vintageappel, samtidig med at de adresserer bekymringer om renlighed og kvalitet og forbedrer den følelsesmæssige købsoplevelse.

Buying second-hand is often presented as a simple way to reduce waste and save resources. In China, the world’s second-largest consumer market, progress toward sustainability depends on how consumers respond to this option. This thesis examines how young Chinese consumers perceive second-hand shopping and what motivates or discourages them. The study combines two methods: in-depth interviews with eight young adults who have different levels of experience buying used goods, and a survey of 102 young consumers to test and extend the interview insights. The analysis is guided by the Theory of Planned Behaviour (which links attitudes, social norms and perceived control to intentions) and by Perceived Risk (the idea that worries about potential problems can deter purchases). Together, these frameworks help identify both internal and external factors that shape second-hand buying in China. Findings show three main motives: economic (especially getting a fair price), ethical (environmental benefits), and aesthetic (the appeal of vintage design). Among the concerns, cleanliness is the most prominent, alongside doubts about product quality, discomfort with the identity signal of buying used, and negative feelings about the buying experience itself. Overall, these deterrents weigh more heavily than the motives when young consumers decide whether to buy second-hand. The results suggest that second-hand retailers and other stakeholders should spotlight fair pricing, eco-friendly benefits and vintage appeal, while directly addressing worries about cleanliness and quality and improving the emotional experience of buying used goods.

[This abstract was generated with the help of AI]

Planned Behaviour ; China ; Second-hand Consumption ; Sustainability

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