'THRIFTING' AS FASHION TREND AMONG GEN-Z: FACTORS INFLUENCING PURCHASE INTENTION ON SECOND-HAND CLOTHING IN INDONESIA

Abstract:

Thrifting is a term used in consumer behavior in searching and purchasing secondary products, but in this study, the focus is on buying used clothes. This study aims to examine the relationship between people's buying interest in thrifting influenced by perceptions of second-hand clothing, consumer lifestyle, social media influencers, and brands. The method used in this research is to use a survey conducted on 390 people from generation Z in Indonesia who have done thrifting. All results were analyzed and verified using SEM-PLS. This study found that perceptions of second-hand clothing, consumer lifestyle, and brands positively affect people's buying interest in thrifting. The data also shows that brands have the most substantial relationship with purchase intention in 'thrifting', while social media influencers are the lowest aspect.