# Project Description Chinese Gen Z Attitudes Toward Secondhand Fashion XINYI LU Summary Final work I am a detail-oriented and reflective researcher with a strong interest in fashion, culture, and sustainability. My work combines qualitative inquiry with critical analysis to understand how social and cultural factors influence consumer behavior. I value clarity, structure, and depth in both research and writing. In this project, I adopted a participant-centered and cross-cultural approach, aiming to understand attitudes rather than assume them. I emphasize listening and connecting theory to lived experience. I approach research with curiosity and discipline, seeking balanced insight between academic rigor and practical relevance. My goal is to produce work that is thoughtful and meaningful for both academic and real-world contexts. I am a detail-oriented and reflective researcher with a strong interest in fashion, culture, and ... College London College of Fashion Course MA Fashion Marketing and Sustainability Graduation year 2025 This study explores what factors shape Chinese Gen Z international students’ attitudes toward second-hand fashion (SHF) while studying in the UK. It also explains how these insights can help develop the SHF market in China. The research is based on thirteen semi-structured interviews that examine how students’ views and experiences changed across cultures. The findings show that students were first resistant to SHF because of hygiene concerns, doubts about authenticity, family disapproval, and low trust in resale platforms in China. In the UK, they were exposed to a more transparent and normal second-hand system, including charity shops, vintage boutiques, and online resale apps. This new experience made SHF appear fashionable, affordable, and socially accepted. The main drivers of positive attitudes were price, uniqueness, and peer influence. Environmental motives were present but not strong. Several barriers were identified in China, including unclear pricing, weak product authentication, limited offline access, and an elitist “curator culture.” The study refines the Theory of Planned Behavior by showing that descriptive norms are more influential than moral pressure. It also finds that sustainability beliefs play a smaller role than expected. In practice, building trust, improving store access, and ensuring clear value are key steps. These practical changes can encourage Chinese Gen Z consumers to engage with SHF and support sustainable fashion. Final work Share this project This study explores what factors shape Chinese Gen Z international students’ attitudes toward second-hand fashion (SHF) while studying in the UK. It also explains how these insights can help develop the SHF market in China. The research is based on thirteen semi-structured int... A link to this page has been added to your clipboard