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Beyond Price and Quality: The Dominance of Brand Image in Thrifting Consumer Behavior

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Mixed methods research shows brand image significantly influences purchasing decisions in thrifting, suggesting new marketing strategies.

Brand image significantly affects purchasing decisions related to thrifting products, highlighting its importance.
The quantitative analysis revealed a strong positive effect (β = 0.748; p < 0.05) of brand image on consumer choices.
Using a mixed methods sequential explanatory approach, insights were gained from surveys and in-depth interviews.
Brand image marketing strategies may be crucial for success in the growing import thrifting market.

Ferrinadewi et al. (2025) studied this question.

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