Sustainable Lifestyle: Indonesian Consumer's Behavior Toward Sustainable Fashion Consumption
Abstract
This study investigates Indonesian consumer behavior towards sustainable fashion consumption, particularly focusing on thrift shopping, using the SHIFT framework (Social Influence, Habit Formation, Individual Self, Feelings and Cognition, and Tangibility). A cross-sectional, quantitative approach was employed, collecting data from 155 respondents through online surveys and social media discussions. The study used binary logistic regression to assess the impact of factors such as age, income, shopping preferences, and the use of TikTok for gathering information about thrifting. Results revealed that only the use of TikTok significantly influences thrifting intentions, while other factors like age, income, and shopping methods were not significant. Additionally, social media discussions reflected strong public disagreement (96.9%) with the government’s 2023 ban on imported second-hand clothing, with most respondents engaged in thrifting for its economic and environmental benefits. The study concludes that social influence, particularly through platforms like TikTok, plays a vital role in promoting sustainable consumption practices in Indonesia.
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Saxena, T. (2021). Understanding the factors leading to the rise of Instagram thrift stores: An explorative study. Available at SSRN 3860602.
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White, K., Habib, R., & Hardisty, D. J. (2019). How to SHIFT consumer behaviors to be more sustainable: A literature review and guiding framework. Journal of marketing, 83(3), 22-49.
Vicamara, U., Santoso, A., & Riawan, R. (2023). Thrift shopping intention: Understanding determinant of second-hand apparel shopping behavior. Jurnal Ekonomi dan Bisnis, 26(2), 393-412.
Barbopoulos, I., & Johansson, L. O. (2016). A multi-dimensional approach to consumer motivation: exploring economic, hedonic, and normative consumption goals. Journal of Consumer Marketing, 33(1), 75-84.
Bunten, C. E. (2023). # thrifted: Values and Ethics of Second-hand Clothing Resellers on Instagram (Doctoral dissertation, Auckland University of Technology).
Chatterjee, P. (2010). Multiple‐channel and cross‐channel shopping behavior: role of consumer shopping orientations. Marketing Intelligence & Planning, 28(1), 9-24.
CNN Indonesia. (2023, March 21). Impor Baju Bekas Dinilai Rusak Kreativitas Produk Fesyen Lokal. Retrieved from https://www.cnnindonesia.com/gaya-hidup/20230321151118-277-927863/impor-baju-bekas-dinilai-rusak-kreativitas-produk-fesyen-lokal.
Fischer, D., Reinermann, J. L., Mandujano, G. G., DesRoches, C. T., Diddi, S., & Vergragt, P. J. (2021). Sustainable consumption communication: A review of an emerging field of research. Journal of Cleaner Production, 300, 126880.
Fitryani, F., & Nanda, A. S. N. A. S. (2022). Thrift Shoping Trends In Building Word of Mouth and Increasing Shopping Interest In Ecommerce Shopee. Jurnal Ekonomi, 11(03), 307-316.
Gabriella, D. R., Hardjanto, R. W., Mawaridi, M. F., Harits, M. N., & Purnami, L. D. (2021). Mindful consumption behavior on second-hand fashion products: INTERVARIABLE influence analysis of stimulus-organism-response (SOR) model. ASEAN Marketing Journal, 13(1), 6.
Gunarathne, H. M. H. S., & Ranathunga, G. M. (2023). Thrift fashion among generation z: consumer awareness of thrift fashion among generation z in Sri Lanka.
Hosmer, D. W., Lemeshow, S., & Sturdivant, R. X. (2013). Applied Logistic Regression (Vol. 398). John Wiley & Sons.
Ifadah, M., Ilmi, A. M., Alamsyah, V. U., & Wijaya, G. H. A. (2023). The Effects of Instagram-Based Information Dissemination and the Perceived Green Value on Z-Generation’s Interest in Thrifting. Ilomata International Journal of Social Science, 4(3), 336-349.
Jiang, Q., Chen, L. C., & Zhang, J. (2019). Perception and preference analysis of fashion colors: Solid color shirts. Sustainability, 11(8), 2405.
Kang, J., Liu, C. and Kim, S.H. (2013), “Environmentally sustainable textile and apparel consumption: the role of consumer knowledge, perceived consumer effectiveness and perceived personal relevance”, International Journal of Consumer Studies, Vol. 37 No. 4, pp. 442-452, doi: 10.1111/ ijcs.12013.
Khansa, T. C. (2022). Analysis of The Effect of Shopping Life Style and Fashion Involvement on Impulse Buying Behavior on Morningclo Thrift Store Consumers. International Journal of Review Management Business and Entrepreneurship (RMBE), 2(1), 176-187.
Machado, M. A. D., Almeida, S. O. D., Bollick, L. C., & Bragagnolo, G. (2019). Second-hand fashion market: consumer role in circular economy. Journal of Fashion Marketing and Management: An International Journal, 23(3), 382-395.
Maharani, N. (2023, July 21). Thrifting dan Dampaknya Bagi UMKM Indonesia. Buletin NSC Media. https://buletin.nscpolteksby.ac.id/thrifting-dan-dampaknya-bagi-umkm-indonesia/
Mohammed, V., & Razé, A. (2023). Towards sustainable fashion consumption: An exploratory study of consumer behavior in a developing country. Journal of Sustainable Marketing, 4(1), 90-109.
Neumann, H. L., Martinez, L. M., & Martinez, L. F. (2020). Sustainability efforts in the fast fashion industry: consumer perception, trust and purchase intention. Sustainability Accounting, Management and Policy Journal, 12(3), 571-590.
Nita, D. (2023, March 18). Thrifting Impor Kini Dilarang di Indonesia, Ini Makna dan Sejarah Thrifting. Kompas.tv. https://www.kompas.tv/lifestyle/389020/thrifting-impor-kini-dilarang-di-indonesia-ini-makna-dan-sejarah-thrifting?page=all
Park, H., Kwon, T. A., Zaman, M. M., & Song, S. Y. (2020). Thrift shopping for clothes: To treat self or others?. Journal of Global Fashion Marketing, 11(1), 56-70.
Peters, R. (2023). The Connection Between Gen Z and Online Fast Fashion Media; Aiming to Create a Sustainable Future in Fashion.. School of Art Undergraduate Honors Theses Retrieved from https://scholarworks.uark.edu/artsuht/4
Raymond James & Associates (2018). Rise of the fashion resale marketplaces. Blue Matrix. Retrieved from https://raymondjames.bluematrix.com/sellside/EmailDocViewer?encrypt=57867c4c-320a-4cf0-9ec4-a3d28cd9bd81&mime=pdf&co=RaymondJames&id=REPLACEMEEMAIL&source=libraryView
Rahmawati, A., Febriyanti, S. N., & Tutiasri, R. P. (2022). Thrift shopping and Indonesian urban youth fashion consumption. JOMEC Journal, (17).
Retnoningsih, F. S., Puspitasari, D. A. K., Widodo, Z. D., & Febriyanti, R. (2023). Empowerment of Used Imported Clothes Traders (Thrifting) Through Micro Entrepreneurship Collaboration System Activities. In ICEETE Conference Series (Vol. 1, No. 1, pp. 111-118).
Savedra, M. (2018). Resale revival: Millenials bring back thrift shopping. Loyola Phoenix. Retrieved from http://loyolaphoenix.com/2018/10/resale-revival-millennials-bring-back-thrift-shopping/
Saxena, T. (2021). Understanding the factors leading to the rise of Instagram thrift stores: An explorative study. Available at SSRN 3860602.
Sham, R., Laidey, N. M., Soetjipto, M. C. E., & Kamal, M. A. (2024). Influence of Thrifting Products Purchasing Behavior: Cases of young adults in Indonesia. Environment-Behaviour Proceedings Journal, 9(27), 369-376.
Smith, H. E., & Winterich, K. P. (2024). Trendy or Classic? Increasing Sustainability by Increasing Preference for Style Durability. Journal of Sustainable Marketing, 1(11).
Sulaiman, M.R., & Efendi, D.A. (2023, March 21). Desainer Dukung Thrifting Baju Bekas Impor Dilarang di Indonesia, Singgung Nasib Buruk Chile dan Kenya. Suara.com. https://www.suara.com/lifestyle/2023/03/21/170140/desainer-dukung-thrifting-baju-bekas-impor-dilarang-di-indonesia-singgung-nasib-buruk-chile-dan-kenya
Sun, Z. (2022). A research methodology for big data intelligence. PNG UoT BAIS, 7(3), 1-8.
Thorisdottir, T. S., & Johannsdottir, L. (2019). Sustainability within fashion business models: a systematic literature review. Sustainability 11 (8): 2233.
White, K., Habib, R., & Hardisty, D. J. (2019). How to SHIFT consumer behaviors to be more sustainable: A literature review and guiding framework. Journal of marketing, 83(3), 22-49.
Vicamara, U., Santoso, A., & Riawan, R. (2023). Thrift shopping intention: Understanding determinant of second-hand apparel shopping behavior. Jurnal Ekonomi dan Bisnis, 26(2), 393-412.
Published
2024-09-30
How to Cite
KURNIATY, Dewi et al.
Sustainable Lifestyle: Indonesian Consumer's Behavior Toward Sustainable Fashion Consumption.
JOURNAL OF APPLIED BUSINESS ADMINISTRATION, [S.l.], v. 8, n. 2, p. 398-414, sep. 2024.
ISSN 2548-9909.
Available at: <http://704209.wb34atkl.asia/index.php/JABA/article/view/8604>. Date accessed: 28 nov. 2024.
doi: https://doi.org/10.30871/jaba.v8i2.8604.
Section
Articles
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
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