Abstract
This research explores second-hand luxury consumption and sustainability in China from consumer perspective through the lens of practice theory. The study aims to understand the motivation behind Chinese consumers' engagement in second-hand luxury markets and how these practices align with sustainable consumption.The study adopts a qualitative research approach, utilising practice theory to examine the materials, meanings, and competencies involved in second-hand luxury consumption. Data were collected through 21 in-depth interviews with Chinese consumers who engage in second-hand luxury shopping and analysed using thematic analysis.
The findings reveal how consumers practice second-hand luxury consumption by integrating sustainability, while challenging traditional social norms and redefining luxury into a state of mind concept. This research contributes to the theoretical discourse on Practice Theory by applying it to the context of second-hand luxury consumption, offering a nuanced understanding of how Chinese consumers are normalising and destigmatising second-hand luxury consumption to achieve various means, such as promoting sustainability and building a more inclusive society where such change is typically challenging. The study provides valuable insights for luxury brands and policymakers to develop strategies that enhance consumer confidence and expand the market for second-hand luxury products. It also underscores the importance of addressing societal stigmas and promoting sustainability to foster broader acceptance of second-hand luxury consumption.
Key Words: Sustainability, Luxury Consumption, Second-hand Luxury, Chinese Consumers, Practice Theory
| Date of Award | 9 Jun 2025 |
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| Original language | English |
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| Supervisor | Mahsa Ghaffari (Supervisor), Diletta Acuti (Supervisor) & Diego Vazquez-Brust (Supervisor) |