Title:
Acceptance of Second-hand Clothing Online: How Cross-national Consumers Make Decisions in Bangladesh and China

Authors:
Tanvir Ahsan Habib*, Prof. Cai Liling*, Nur E Nasiba, China

Abstract:

 This study examined the acceptance of online second-hand clothing (SHC) among consumers in Bangladesh and China using a comparative cross-sectional survey with closed- and open-ended questions. After data screening, 647 valid responses were retained (Bangladesh = 326; China = 321). The findings showed clear cross-national differences. Bangladesh respondents reported higher SHC acceptance, environmental awareness, and online trust, whereas Chinese respondents reported stronger cultural norms, perceived value, and social influence. Consumer attitudes emerged as a key mediating variable in both countries. In both purchase intention and SHC acceptance, consumer attitudes moderately mediated the effects of cultural norms, environmental awareness, perceived value, online trust, and social influence. The study provides comparative evidence from two Asian markets and offers practical implications for online resale platforms and sustainable fashion policy.

DOI: http://dx.doi.org/10.51505/ijaemr.2026.11229