Virtual Social Capital Drives Generation Z’s Online Disposal Behavior of Idle Clothing: A Study of Mediation Mechanisms and Behavioral Heterogeneity in Short Video Platforms

This study examines how virtual social capital on short video platforms drives Generation Z’s online disposal of idle clothing in China. Based on social capital theory and social network analysis, we focus on three dimensions: network structural embeddedness, emotional connection, and value consensus. Using mixed methods—interviews (N = 26) and a survey (N = 1,474) analyzed via PLS-SEM and logistic regression—we find that value consensus is the key driver, mediated by peer influence and perceived information value. Value-driven behaviors reflect internalized norms, while donations rely on information credibility. The study advances HCI research and offers practical strategies for platform design to promote sustainable consumption.