Exploring Consumer Motivations and Perceptions in Thrifting as a Lifestyle Choice

Abstract

Thrifting, or buying second-hand fashion items, is becoming increasingly popular among Indonesian Generation Z as a response to sustainability concerns and criticisms of the fast fashion industry. This study explores the motivations and perceptions of Gen Z consumers in adopting thrifting as a sustainable lifestyle. Using a qualitative case study method, in-depth interviews were conducted with nine young urban thrifting consumers. The findings indicate that economic and aesthetic motives are dominant, while environmental awareness emerges later, shaped by digital content and social campaigns. Social stigma and limited environmental education remain barriers. This research provides insight into sustainable consumer behavior and strategic recommendations for fashion industry players and public communication campaigns.Thrifting atau pembelian barang fashion bekas semakin populer di kalangan Generasi Z Indonesia sebagai bentuk respons terhadap isu keberlanjutan dan kritik terhadap industri fast fashion. Penelitian ini bertujuan mengeksplorasi motivasi dan persepsi konsumen Gen Z dalam mengadopsi thrifting sebagai gaya hidup berkelanjutan. Melalui metode studi kasus kualitatif, dilakukan wawancara mendalam terhadap sembilan konsumen muda urban yang aktif melakukan thrifting. Hasil penelitian menunjukkan bahwa motivasi ekonomi dan estetika menjadi dominan, sementara kesadaran lingkungan berkembang kemudian melalui eksposur konten digital dan kampanye sosial. Hambatan yang ditemukan adalah stigma sosial dan minimnya edukasi keberlanjutan. Penelitian ini memberikan wawasan perilaku konsumsi berkelanjutan dan rekomendasi strategis untuk industri fashion serta kampanye komunikasi publik.