Chinese Consumer Attitudes Towards Second-Hand Luxury Fashion and How Social Media eWoM Affects Decision-Making

Rosy Boardman, Yuping Zhou, Yunshi Guo

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review

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This chapter explores Chinese consumers’ attitudes towards second-hand luxury fashion and how social media eWoM (electronic word-of-mouth) affects decision-making. Interviews were conducted with 24 Chinese consumers aged 18–35. Findings revealed that price, symbolic value/status, uniqueness, re-sale value and sustainability were reasons for purchasing second-hand luxury fashion. Doubts over authenticity, hygiene, traceability and wear caused unfavourable attitudes towards second-hand luxury fashion. Participants were wary of the credibility of eWoM on social media; the likelihood of impulse purchasing diminished the more eWoM there was. This suggests there may be regional and cultural differences regarding attitudes towards second-hand luxury fashion with more fears about counterfeiting amongst Chinese consumers.
Original languageEnglish
Title of host publicationSustainable Luxury
Subtitle of host publicationAn International Perspective
EditorsClaudia E Henninger, Navdeep K Athwal
Place of PublicationCham, Switzerland
PublisherPalgrave Macmillan Ltd
Number of pages29
ISBN (Electronic)9783031069284
ISBN (Print)9783031069277
Publication statusPublished - 12 Aug 2022

Publication series

NamePalgrave Advances in Luxury
PublisherPalgrave Macmillan
ISSN (Print)2662-1061
ISSN (Electronic)2662-107X


  • Chinese consumers
  • Decision-making process
  • Little red book
  • Second-hand luxury fashion
  • Social media
  • Sustainable fashion
  • Weibo
  • eWoM


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