Original title: The Determinants of Chinese Consumers’ Purchase Intention Toward Second-Hand Clothing: The Attitude–Purchase Intention Relationship and Its Boundary Conditions
The study looks at whether Chinese consumers who feel positively about second-hand clothing also intend to buy it. In general, they do. But among people more concerned with saving face, that link is weaker. Celebrity role-model influence may reduce this weakening. The researchers say this last finding is preliminary because the effect is small and needs to be checked in other research.
Imagine liking a jacket at a clothing swap but worrying that your friends might judge you for wearing used clothes. That worry can make you less likely to take home something you genuinely like. In this paper, liking the jacket matches a favorable attitude, taking it home matches purchase intention, and concern about others’ judgment matches face-saving; celebrity role models may ease that last worry.
People can support second-hand clothing in principle but still hesitate to buy it. This study finds that concern with saving face is linked to a weaker connection between favorable attitudes and purchase intentions, while celebrity role-model influence may soften that effect. The finding matters for efforts to encourage more sustainable clothing consumption in China.
The abstract does not establish that celebrity role-model influence reliably offsets face-saving: the three-way interaction has a relatively small effect and is described as preliminary. It calls for independent replication. The abstract also reports associations with purchase intention, not evidence that consumers actually bought second-hand clothing.
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The Determinants of Chinese Consumers’ Purchase Intention Toward Second-Hand Clothing: The Attitude–Purchase Intention Relationship and Its Boundary Conditions — Jingmei Huang, Eunmi Kim — Sustainability — doi:10.3390/su181910157
Abstract licence: CC BY
Explanation generated by Synthesis from the abstract — it is not the original paper.