Hearing Global Voices: A Cross-Cultural Comparison of Secondhand Apparel Shopping Behaviors in the USA, China, and Bangladesh

This study investigated cross-cultural differences and similarities in consumer purchasing behavior in the secondhand apparel market across the USA, China, and Bangladesh, using Hofstede’s Cultural Dimensions Theory (HCDT) as the guiding framework. The purpose was to examine how cultural values shape consumer motivations and barriers to purchasing secondhand apparel. This qualitative study employed semi-structured interviews with 45 participants (15 from each country). Interviews were analyzed through thematic analysis using MAXQDA, focusing on cultural dimensions such as power distance, individualism–collectivism, long versus short-term orientation, and uncertainty avoidance. The findings revealed notable cultural differences: U.S. consumers emphasized personal values, instant gratification, and immediate cost savings, while Chinese and Bangladeshi consumers were more attuned to brand value, social norms, and risk aversion. Bangladesh consumers also exhibited situational buying behaviors influenced by their moderately long-term orientation. Despite these cultural variations, economic motivation and increasing engagement among youth emerged as common drivers. This study strengthened HCDT by demonstrating that secondhand apparel consumption is best explained through the interactions among multiple cultural dimensions, thereby extending the secondhand literature beyond affordability and sustainability. It further provides retailers with culturally tailored strategies to address distinct consumer motivations across developed, developing, and emerging secondhand markets.