Chunmin Lang Biography

Chunmin Lang

Chunmin Lang

Associate Professor
143 Human Ecology Building

Areas of Expertise

Sustainable consumption and Collaborative consumption in fashion

Product-Service System (PSS) in fashion area

Fashion Entrepreneurship


PhD, Design, Housing & Merchandising, focus on Apparel Merchandising – Oklahoma State University, 2015

MS, College of Clothing Art and Engineering – Beijing Institute of Fashion Technology, 2007

Research Interests

  • Fashion Sustainability and Circular Economy
  • Fashion Entrepreneurship
  • Life Cycle Assessment of Fashion Products
  • Sustainability Education
  • Digital Marketing of Fashion Sustainability

Current Research

  • Circular economy and fashion resale
  • Life cycle assessment of textile and apparel products
  • Social media communication of fashion sustainability
  • Fashion Sustainability education through carbon footprints
  • Small fashion businesses in the new era

Courses Taught

  • TAM 3042 Retail Buying and Management
  • TAM 4070 Entrepreneurship in Textiles, Apparel & Merchandising
  • TAM 4044 Global Textile and Apparel Economics
  • TAM 7039 Merchandising Theory Application and Strategy Implementation in Apparel and Textile Industry
  • TAM 7038 Merchandising Trend Merchandise Trends and Practices in Apparel and Textile Industry


*Zhang, Y., Liu, C., & Lang, C. (2024). How could luxury fashion brands win over young consumers on TikTok? An exploratory study. Journal of Marketing Analytics. Impact Factor: 3.0 

Hasan, H. M. R. u. H., Lang, C., & Xia, S. (2023). Investigating consumer values of secondhand fashion consumption in the mass market vs. luxury market: A text-mining approach. Sustainability, 15(1), 1-18. 

Liu, C., Xia, S., & Lang, C. (2023). Online Luxury Resale Platforms and Customer Experiences: A Text Mining Analysis of Online Reviews. Sustainability. 15(10), 8137. 

Zhang, R., D'Andrea, J., & Lang, C. (2023). Gifts and commodities: A dialectical thought experiment for sublation. Sustainability, Special issue- Sustainable Fashion and Textile Management, 15(9), 7562. 

*Liu, S., Lang, C., & Liu, C. (2023). A systematic review and meta-analysis of Chinese online fashion resale: Toward recipes to stimulate circular fashion. Sustainable Production and Consumption. 41, 334-347. Impact Factor: 8.921 

Liu, C., Xia, S., & Lang, C. (2023). Consumer coping with Covid-19: An exploratory study of clothing consumption shifts and the effect of consumer resilience. Journal of Fashion Marketing and Management (SSCI), 27(5). 810-825. 

*Seo, S., Watchravesringkan, K., Swamy, U., &  Lang, C. (2023). Investigating expectancy values in online apparel rental during and after COVID-19 pandemic: Moderating effects of fashion leadership. Sustainability. 15(17), 12892; Impact Factor: 3.9   

Lang, C. & Liu, C. (2022) Fashion entrepreneurial self-efficacy: Development and validation of a domain-specific scale. Journal of Fashion Marketing and Management (SSCI). 

Liu, C., Xia, S., Lang, C. (2021) Clothing Consumption During the COVID-19 Pandemic: Evidence From Mining Tweets. Clothing Textiles Research Journal, 39(4), 314-330. 

Lang, C., Xia, S., & Liu, C. (2020). Style and fit customization: a web content mining approach to evaluate online mass customization experiences. Journal of Fashion Marketing and Management (SSCI), 25(2), 224-241. 

Lang, C., Li, M., Zhao, L. (2020) Understanding consumers’ online fashion renting experiences: A text-mining approach. Sustainable Production and Consumption, 21, 132-144. 

Lang, C., Wei, B. (2019). Convert one outfit to more looks: Factors influencing young female college consumers’ intention to purchase transformable apparel. Fashion and Textiles, 6:26. 

Lang, C., Seo, S., Liu, C. (2019). Motivations and obstacles for fashion renting: A cross-cultural comparison. Journal of Fashion Marketing and Management (SSCI), 23(4), 519-536. 

Seo, S., 1Lang, C. (2019). Psychogenic antecedents and apparel customization: moderating effects of gender. 2Fashion and Textiles, 6:19, 1-19. 

Lang, C., Zhang, R. (2019). Second-hand clothing acquisition: The motivations and barriers to clothing swaps for Chinese consumers. Sustainable Production and Consumption, 18, 156-164. 

Seo, S., Lang, C. (2019). Psychological antecedents to customized apparel purchases. Journal of Fashion Marketing and Management (SSCI), 23(1), 66-81. 

Wang, Y.-C., Lang, C. (2019). Service employee dress: Effects on employee-customer interactions and customer-brand relationship at full-service restaurants. Journal of Retailing and Consumer Services (SSCI), 50, 1-9. 

Lang, C., Liu, C. (2019) The entrepreneurial motivations, cognitive factors, and barriers to become a fashion entrepreneur: A direction to curriculum development for fashion entrepreneurship education. International Journal of Fashion Design, Technology and Education, 12(2), 235-246. 

Joyner Armstrong, C. M., Kang, J., Lang, C. (2018). Clothing style confidence: The development and validation of a multidimensional scale to explore product longevity. Journal of Consumer Behavior (SSCI), 17 (6), 553-568.

Lang, C., Joyner Armstrong, C. M. (2018). Fashion leadership and intention toward clothing product-service retail models. Journal of Fashion Marketing and Management (SSCI), 22(4), 571-587. 

Lang, C. (2018). Perceived risks and enjoyment of access-based consumption: Identifying barriers and motivations to fashion renting. Fashion and Textiles, 5:23, 1-18. 

Lang, C., Joyner Armstrong, C. M. (2018). Collaborative consumption: The influence of fashion leadership, need for uniqueness, and materialism on female consumers’ adoption of clothing renting and swapping. Sustainable Production and Consumption, 13, 37-47. 

Lang, C., Zhang, R., Zhao, L. (2018). Facing the Rising Consumer Sophistication: Identifying the Factors that Influence Chinese Consumers’ Intention to Purchase Customized Apparel. In: Xu Y., Chi T., Su J. (eds) Chinese Consumers and the Fashion Market. Springer Series in Fashion Business. Springer, Singapore (pp. 3-23).

Joyner Armstrong, C. M., Lang, C. (2018). The Clothing Style Confidence Mindset in a Circular Economy. In Kirsi Niinimäki (Ed.) Sustainable Fashion in a Circular Economy (pp. 42-61). Helsinki, Finland: Aalto Arts Books. 

Zhang, R., Lang, C. (2018). Application of Motivation-Opportunity-Ability Theory in the Consumption of Eco-fashion Products: Were Chinese Consumers Underestimated? In: Xu Y., Chi T., Su J. (eds) Chinese Consumers and the Fashion Market. Springer Series in Fashion Business. Springer, Singapore (pp. 119-141).