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

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.