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| Interview data | Initial conceptualization | Conceptualization | Categorization |
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| I think there are more and more sports and leisure clothing. China’s sports and leisure clothing market is very new but mature. It is growing with the development of Chinese brand retail (a1). My parents, brothers, and sisters also like sports and leisure brands (a2). My parents prefer me to wear sports and leisure clothes compared to JK dresses. | (a1) Sports and leisure brand market grows continuously with the development of the retail market | (A1) The market evolution and development of sports and leisure clothing in China (a1, a4) | (AA1) Evolution and development |
| (a2) The consumption of sports and leisure brands is often supported by the families | (A2) Cost value (a3, a6, a10) | (AA2) Perception of value (A2, A3) |
| There are many famous sports and leisure brands, such as Vans × Liberaiders cobranded hoodie, which has a certain collection value. I will not wear it every day, but it can be used as a collection (a3), which makes me feel happy when I am in a bad mood. It makes me happier than luxury bags. | (a3) Sports and leisure brands have a collection value | (A3) Emotional value (a5, a8) | (AA3) Community identity (A4, A5) |
| At present, there are many very good sports and leisure brands in domestic. I would prefer to support Chinese goods (a4), such as HongXing Erke and Li Ning. These brands make me feel proud (a5) and have high-cost performance (a6). | (a4) Domestic sports brands have a certain consumer market | (A4) Relatives and friends agreement (a2, a7) | |
| (a5) The consumption of domestic sports and leisure brands brings people pride | (A5) Social status improvement (A9) | |
| (a6) The cost performance of sports and leisure brand consumption will also affect the consumption behavior | | |
| If I see my friends in the fashion cycle wear sports and leisure clothes, even if I don’t like the clothes, I would immediately want to have them (a7). Although I will not buy the same color, I will consider similar styles of the same type and brand. This would make me look fashionable (a8) and bring a common topic with my friends (a9). | (a7) The consumption of sports and leisure clothing has a certain imitation effect | | |
| (a8) The consumption of sports and leisure brands enhances people’s confidence | | |
| (a9) Sports and leisure brands are conducive to socializing expansion. | | |
| If the price for sports and leisure clothes that I like very much is beyond my range, I would consider advancing living expenses from my parents or borrowing money from friends. Because many of them are often limited and are not available if I miss the season (a10). | (a10) The consumption of sports and leisure clothing sometimes exceeds people’s consumption power | | |
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