Factors Influencing Generation Z's Decision to Purchase Second-Hand Clothing on Instagram: An Economic Perspective

Authors

  • Tiara Annisa Adhi Moulidhanty Universitas Indonesia
  • Daniel Tumpal Hamonangan Aruan Universitas Indonesia

DOI:

https://doi.org/10.37385/ijedr.v5i5.5446

Keywords:

Purchase intention, purchase behavior, second-hand clothing, Generation Z

Abstract

This study examines Generation Z's behavior in purchasing second-hand clothing on Instagram, focusing on socio-environmental awareness, preconception, frugality, brand awareness, social prestige, need for uniqueness, scarcity, and perceived competition. Using a quantitative method with 312 respondents aged 17-27, the findings reveal that socio-environmental awareness, social prestige, scarcity, and perceived competition positively influence purchase intention, while brand awareness and preconception have negative effects. Need for uniqueness and frugality are not significant factors. Purchase intention positively affects purchase behavior. The study suggests that sellers should emphasize environmental aspects and scarcity to attract Generation Z consumers.

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Published

2024-11-28

How to Cite

Moulidhanty, T. A. A., & Aruan, D. T. H. . (2024). Factors Influencing Generation Z’s Decision to Purchase Second-Hand Clothing on Instagram: An Economic Perspective. International Journal of Economics Development Research (IJEDR), 5(5), 4304–4323. https://doi.org/10.37385/ijedr.v5i5.5446