Second-hand consumption is one of the most happening trends in the field of sustainability. China has the second largest consumer market in the world. The goal of sustainable development cannot be achieved without the consumers’ participation. This thesis addresses the development of second-hand commerce in contemporary China, investigating the motivation and the anti-motivation for the global consumer behaviour of second-hand shopping in the Chinese context, focusing on the target group of young consumers.
In previous literature, researchers have identified that the reasons for second-hand shopping are beyond economic concerns in western societies, such as critical reflection of consumer society and the attraction of vintage design. However, the motivations for second-hand shopping remain to be explored in the Chinese context. The paper seeks to answer the question: How second-hand shopping is perceived by young Chinese consumers, and what factors motivate or discourage them to shop second-hand?
This research attempts to contribute an empirical understanding of second-hand commerce by the qualitative interviewing of eight young Chinese consumers with different second-hand shopping experiences. In addition, this study also employed a cross-sectional consumer survey for collecting quantitative data (N=102) to test the results developed from the interviews and investigate whether motivations or the anti-motivations play a bigger role in influencing young Chinese consumers’ second-hand shopping decisions.
Grounded in the theory of Planned Behaviour (Ajzen, 1991) and Perceived Risk (Mitchell, 1999), consumer behaviour can be influenced by both internal and external factors and the concerns perceived by consumers can influence consumer buying decision negatively. Followed these theories, this research examines inside and outside factors revolving second-hand shopping from the consumer perspective, analysing the opportunities and challenges in Chinese second-hand market.
The findings indicate that motivations for second-hand shopping among young Chinese consumers include economic, ethical, and aesthetic considerations. Particularly, the fair price is the biggest motive for them to shop second-hand. By contrast, product quality, identity, and buying feelings attached to second-hand shopping are main concerns for the young consumer to shop second-hand. The cleanness is the biggest concern perceived by consumers. In addition, the research also finds that the anti-motivation plays a more significant role in determining consumers’ second-hand shopping decisions.
The research results suggest second-hand retailers or other stakeholders highlight the value of price fairness, eco-friendly benefit, and the vintage, etc. in promoting second-hand commerce and pay attention to the concerns of product quality, buying feeling perceived by consumers.