Why Chinese Consumers Buy Pre-Loved Luxury Fashion: The Mediating Role of Channel Engagement

Liu, H ORCID: 0000-0002-9435-8147, Kostopoulos, I ORCID: 0000-0002-3154-900X, Poo, MCP ORCID: 0000-0002-9921-3107 and Lau, YY (2025) Why Chinese Consumers Buy Pre-Loved Luxury Fashion: The Mediating Role of Channel Engagement. Sustainability, 18 (1). pp. 1-23. ISSN 2071-1050

Preview

Text Why Chinese Consumers Buy Pre Loved Luxury Fashion The Mediating Role of Channel Engagement.pdf - Published Version Available under License Creative Commons Attribution. Download (429kB) | Preview

Abstract

The rapid rise of the pre-loved luxury fashion market in China reflects a unique shift in consumer behaviour, shaped by growing concerns for sustainability, affordability, and personal expression. While global scholarship on circular fashion has expanded, studies remain predominantly focused on Western consumers, leaving Chinese market dynamics underexplored. This study addresses this gap by examining the motivations and channel engagement of Chinese consumers purchasing pre-loved luxury fashion, including pre-owned, vintage, and collectors’ items. A sequential mixed-methods design was employed, integrating quantitative data from a survey of 438 Chinese consumers with qualitative insights from 21 semi-structured interviews. Structural equation modelling revealed that economic, individual, and social motivations significantly influenced perceived value, which in turn enhanced engagement with resale channels. Functional motivations, though present, played a less prominent role. Furthermore, engagement with online and offline channels, including social media platforms, livestream commerce, and luxury consignment boutiques, was found to mediate the relationship between perceived value and purchase intention. The study contributes to theory by adapting established luxury value frameworks to the pre-loved context and by introducing channel engagement as a mediating construct in the consumption of second-hand luxury fashion. The main theoretical frameworks that underpin the study, such as the Brand Luxury Index and the Four Value Dimensions, are used to provide a clearer understanding of its conceptual foundation. In particular, some key quantitative indicators, such as β-values or R², would make the summary more specific and informative. Practically, the findings provide actionable insights for platform operators and luxury brands seeking to build consumer trust and enhance experiential value in China’s rapidly evolving resale market. By situating the research within a culturally specific and digitally advanced retail environment, the study broadens understanding of circular luxury fashion consumption in non-Western contexts.

Item Type:	Article
Uncontrolled Keywords:	pre-loved luxury fashion; consumer motivation; channel engagement; Chinese market; perceived value; mixed methods; 4702 Cultural Studies; 35 Commerce, Management, Tourism and Services; 3503 Business Systems In Context; 3506 Marketing; 47 Language, Communication and Culture; 12 Responsible Consumption and Production; 12 Built Environment and Design
Subjects:	H Social Sciences > HF Commerce > HF5001 Business H Social Sciences > HF Commerce > HF5001 Business > HF5410 Marketing. Distribution of Products G Geography. Anthropology. Recreation > GT Manners and customs > GT500 Costume. Dress. Fashion
Divisions:	Liverpool Business School
Publisher:	MDPI
Date of acceptance:	16 December 2025
Date of first compliant Open Access:	21 September 2026
Date Deposited:	21 Sep 2026 14:18
Last Modified:	21 Sep 2026 14:18
DOI or ID number:	10.3390/su18010026
URI:	https://researchonline.ljmu.ac.uk/id/eprint/29489

View Item