On Consumers’ Environmental Motivation and Carbon Reduction Awareness in Their Participation in Second-hand Trading on Xianyu: An Analysis Based on the Theory of Planned Behavior

With the growing popularity of environmental protection concepts and heightened awareness of green consumption, more and more consumers start taking an interest in the impact of second-hand trading behaviors on the environment. Xianyu, as China’s leading C2C second-hand trading platform, has gathered a large number of young users, making it an important arena for examining sustainable consumption practices. In this study, we investigate the main factors affecting users’ intentions to participate in second-hand transactions on Xianyu. Through a questionnaire survey, sample data were collected and analyzed for reliability, descriptive statistics, correlation and multiple regression analysis using SPSS. The results indicate that all of the three core components of TPB, that is, attitude, subjective norms and perceived behavioral control, have a significant positive impact on behavioral intention. Additionally, environmental motivation and carbon reduction awareness, as external variables, also exhibit strong explanatory power. The findings of this study not only enrich the theoretical framework of sustainable consumption but also provide practical insights for platforms like Xianyu to optimize user experience and promote green consumption, thereby contributing to the broader goal of environmental sustainability.