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All Journal International Journal of Economics Development Research (IJEDR)
Moulidhanty, Tiara Annisa Adhi
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Economics, Econometrics & Finance Social Sciences

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Factors Influencing Generation Z's Decision to Purchase Second-Hand Clothing on Instagram: An Economic Perspective Moulidhanty, Tiara Annisa Adhi; Aruan, Daniel Tumpal Hamonangan
International Journal of Economics Development Research (IJEDR) Vol. 5 No. 5 (2024): International Journal of Economics Development Research (IJEDR)
Publisher : Yayasan Riset dan Pengembangan Intelektual

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/ijedr.v5i5.5446

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.
Co-Authors Daniel Tumpal H. Aruan