A systematic review and meta-analysis of Chinese online fashion resale: Toward recipes to stimulate circular fashion

Abstract

China, as the world's largest consumer market, lags in the realm of the online fashion resale industry compared to major Western players. As a result, there is an urgent need for an up-to-date and comprehensive understanding of China's fashion resale market, given its pivotal role in establishing a well-functioning fashion resale market to achieve sustainability goals for the entire fashion industry. This study employs a systematic review and meta-analysis of 69 relevant journal articles and industry reports in English and Chinese to provide a comprehensive overview of the Chinese fashion resale market. The analysis identifies five drivers and four barriers shaping Chinese consumers' participation in online fashion resale, alongside six obstacles faced by Chinese fashion resale platforms and two primary challenges confronting the Chinese fashion resale market. Representing the first intensive review of China's fashion resale industry, this study yields abundant theoretical and managerial implications. On the one hand, this study supports and augments existing knowledge concerning factors shaping Chinese consumers' perceptions and attitudes toward fashion resale. On the other hand, it equips resale platforms and regulatory bodies with insights to tailor business strategies and policies to refine and oversee the Chinese fashion resale market effectively. Moreover, the insights drawn from China's market prompt international stakeholders to evaluate and refine strategies for their respective markets. Furthermore, this study serves as a blueprint for future research toward establishing a robust fashion resale market, not only within China but on a worldwide scale. As a result, this study plays a crucial role in facilitating sustainable fashion practices globally.