Exploring Consumer Motivations and Perceptions in Thrifting as a Lifestyle Choice

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Qualitative case study highlights thrifting as a sustainable lifestyle choice for Gen Z, suggesting key motivations.

Gen Z consumers show strong economic and aesthetic motives for thrifting, with sustainability taken into account later on.
In-depth interviews with nine young urban thrifting consumers reveal that social stigma and limited environmental education act as barriers.
The qualitative case study method provides deeper insights into consumer behavior relating to sustainable fashion choices.
Findings encourage the fashion industry to capitalize on consumer motivations for more effective marketing strategies.

Ramdan et al. (2025) studied this question.

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