From Circular Awareness to Purchase Intention: A Risk-Ease-Value-Emotion Process among Chinese Consumers in Digital Circular Fashion
This study utilizes survey data from 435 Chinese consumers to demonstrate that in digital circular fashion, purchase intention is driven by a risk-ease-value-emotion process where product awareness reduces perceived risk and enhances ease of use, ultimately converging through emotional value to influence buying behavior.
Original paper licensed under CC BY 4.0 (https://creativecommons.org/licenses/by/4.0/). This is an AI-generated explanation of the paper below. It is not written or endorsed by the authors. For technical accuracy, refer to the original paper. Read full disclaimer
The fashion industry is a massive engine that consumes vast amounts of water, energy, and raw materials, leaving a heavy footprint on the planet. In response, a growing movement encourages people to buy second-hand or "recirculated" clothing, keeping garments in use for longer and reducing the need for new production. However, knowing that recycling clothes is good for the environment does not always mean people will actually buy them. There is often a gap between caring about the planet and opening one's wallet. This gap is especially wide in the digital world, where shoppers cannot touch the fabric or smell the garment before they buy it. They must rely on screens, descriptions, and trust in the platform to make a decision. Understanding why some people click "buy" while others hesitate requires looking beyond simple environmental concern to examine the specific mental hurdles and rewards involved in the process.
Researchers at the Xi'an Academy of Fine Arts set out to understand this gap among Chinese consumers, a group that is increasingly active in digital marketplaces for second-hand fashion. They studied 435 adults between the ages of 18 and 31 to map out the mental journey from simply knowing about circular fashion to actually intending to purchase it. Instead of treating these decisions as a single step, the team viewed the process as a chain of reactions. They started with what a person knows and thinks about recycled clothes, then looked at how that knowledge changes their feelings about risk, how easy the website is to use, the value they see in helping the environment, and the emotional satisfaction they expect to feel. By analyzing survey data with advanced statistical tools, they traced how these different factors connect to one another to either encourage or block a purchase.
The study began with the idea that understanding a product is the starting point. When consumers have a clear grasp of how circular fashion works—knowing how items are sourced, checked for quality, and priced—this knowledge acts as a powerful tool. The researchers found that this understanding directly lowers the fear of buying something used. When people feel they know what they are getting, their worry about hygiene, authenticity, or hidden defects drops significantly. At the same time, this knowledge makes the shopping process feel less difficult. If a buyer understands the rules of the platform and the condition of the items, searching and comparing feels smoother and more manageable. This clarity also strengthens the belief that the purchase is genuinely good for the planet.
However, knowing the facts is only the first step. The researchers discovered that the ease of using the digital platform plays a surprisingly deep role. It is not just about whether a website loads quickly or is easy to navigate; the smoothness of the experience actually shapes how the shopper values the purchase. When the process of finding and buying a recycled item is frictionless, the shopper feels more confident and is better able to focus on the positive meaning of the act. This ease of use boosts the feeling that the purchase is environmentally valuable and, crucially, makes the experience more emotionally satisfying. It turns a simple transaction into a source of pride or pleasure.
On the other side of the scale sits the fear of the unknown. Even with good knowledge and an easy-to-use website, the lingering worry about quality or hygiene can stop a sale. The study confirmed that perceived risk acts as a direct barrier. When a consumer feels uncertain about the condition of a garment or the reliability of the seller, their desire to buy drops immediately. More subtly, this fear also drains the emotional joy out of the experience. If a shopper is anxious, they cannot feel the satisfaction or pride that usually comes with making a responsible choice. This emotional dampening is a key reason why a good deal might still fail to convert into a sale.
The most significant finding of the research is how these different paths converge on emotion. The study showed that both the positive factors, like ease of use and environmental value, and the negative factor, like perceived risk, flow through a person's emotional state before they decide to buy. When the experience is easy and meaningful, it generates positive feelings that drive the intention to purchase. When the experience feels risky, it creates negative feelings that kill that intention. Essentially, the emotional reward of the purchase acts as a final checkpoint. A consumer might understand the environmental benefits and trust the platform, but if the transaction does not feel emotionally rewarding or if the risk feels too high, the purchase intention fades.
This research suggests that for circular fashion to succeed, platforms and brands cannot rely on environmental messaging alone. They must build a system that manages risk and effort simultaneously. This means providing clear histories for items, guarantees on quality, and transparent return policies to lower fear. It also means designing digital interfaces that are intuitive and trustworthy, so the act of buying feels effortless. When these practical elements are in place, the environmental value of the purchase can shine through, creating the emotional satisfaction that finally motivates a consumer to complete the transaction. The study concludes that the path to a sustainable wardrobe is not just about caring for the planet, but about creating a shopping experience that feels safe, easy, and personally rewarding.
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