Sustainable Fashion in China: Consumers' Second-Hand Clothing Intentions and Market Evolution

As global attention on environmental sustainability grows, the fashion industry is shifting towards circular models, with the second-hand clothing market emerging as a key pathway to sustainable development. In China, this market is rapidly evolving, with millennials and Generation Z showing strong interest in environmentally friendly and personalised fashion. This study investigates Chinese consumers’ motivations and barriers to purchasing second-hand clothing, and examines the diversity of China’s sustainable fashion ecosystem. Using a mixed-methods approach of semi-structured interviews and surveys, the findings reveal that environmental awareness, economic affordability, and social influence drive purchase intentions, while hygiene concerns, societal perceptions, and trust in platforms act as barriers. The study also compares the roles of online platforms, offline vintage stores, and upcycling fashion brands, highlighting their complementarity across economic, cultural, and social dimensions. Online platforms offer efficiency and convenience, vintage stores build brand loyalty through cultural narratives, and upcycling brands merge creativity with sustainability. It also reflects on the cultural context shaping second-hand fashion adoption in China. The study suggests enhancing trust in platforms, promoting education, and leveraging social media campaigns to support future market development.