Sustainable Fashion Consumption in Indonesia: Exploring Drivers of Second-Hand Clothing Purchase Intention among Gen Z Consumers
Description
Fast fashion has greatly contributed to environmental waste, leading to a growing interest in sustainable alternatives, like second-hand clothing (SHC). Previous studies have explored SHC consumption in Western contexts, however research on what influences the purchase intention of SHC among Gen Z consumers in Indonesia remains limited. This study contributes to the limited SHC research in Southeast Asia, particularly in Indonesia, and offers a new perspective on sustainable fashion consumption in emerging markets, by investigating how electronic word-of-mouth (eWOM), financial pressure, and environmental concern influence SHC purchase intention in Indonesia, mediated by attitude, subjective norm, and perceived behavioral control. A quantitative approach was adopted using an online survey of 250 Gen Z respondents across Jakarta, Bandung, and Medan, identified as Indonesia’s major thrifting hubs, and analyzed using PLS-SEM. Findings revealed that eWOM and environmental concern significantly influence the purchase intention towards SHC through all three mediating variables, while financial pressure showed no significant influence through either direct or indirect pathways.
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Institutions
- Binus UniversityJakarta, Jakarta