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

Abstract

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.