Thrifting: Consumer Perceptions and Decisions
DOI:
10.59888/ajosh.v3i10.587Published:
2025-07-17Downloads
Abstract
The fashion industry continues to evolve in line with growing awareness of sustainability and changing economic conditions, which has led to the emergence of the thrifting business phenomenon. This study aims to analyze consumers' perceptions and purchasing decisions regarding thrift products, as well as identify the factors influencing purchasing decisions, such as price, quality, sustainability, and social and cultural aspects, to provide insights into the dynamics of the thrifting market as part of a sustainable lifestyle in the modern era. The study employs a qualitative approach using descriptive analysis and thematic data analysis of informants comprising consumers and business operators. The theory applied in this research is consumer decision-making according to Philip Kotler & Kevin Lane Keller (2009: 184). The results indicate that consumer perceptions directly influence interest in purchasing thrift products, influenced by economic factors, awareness of sustainability, and individual style preferences.
Keywords:
Thrifting Purchasing Decisions Perceptions Factors ConsumersLicense
Copyright (c) 2025 Dedet Erawati, Nevlin Angelica, Fira Hasanah, Siti Khumayah
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International. that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
