Beyond trends and tight budgets: Attitudinal dynamics shaping thrift fashion purchase intentions
Keywords:
Financial pressure, Social influence, Attitude, Purchase intention, ThriftingAbstract
The rising trend in thrifting product consumption encourages this study to explore the psychological and social factors that influence it. This research applies a quantitative approach using path analysis techniques with SmartPLS software, involving 195 respondents who are consumers of thrifting products in Karawang. The results indicate that Social Influence and Attitude have a significant effect on Purchase Intention, while Financial Pressure shows a negative influence both directly and indirectly through Attitude. These findings imply the importance of strengthening social aspects and positive attitudes in thrifting marketing strategies and suggest further studies to explore other variables such as perceived value or emotional factors.
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