<![CDATA[This study analyzes thrifting as an ambivalent consumption phenomenon among Generation Z, focusing on the Senen Thrifting Market in Central Jakarta as a case study. It proceeds from the premise that thrifting is not merely a strategy for acquiring affordable clothing but also a social, cultural, and symbolic practice linked to identity formation, the pursuit of uniqueness, and the negotiation of sustainability values. The research employs a qualitative descriptive approach with a case study design. Data were gathered through participant observation and semi-structured interviews, then analyzed using data triangulation. The findings reveal that Generation Z's decision to thrift is shaped by an interplay of economic, aesthetic, social, digital, and environmental factors. Thrifting has also evolved from a purely transactional activity into a form of recreation and social interaction. Media plays a pivotal role in expanding the popularity of thrifting through "haul" content, store recommendations, mix-and-match inspiration, and narratives regarding sustainable fashion. However, the study identifies a paradox: a practice perceived as frugal and eco-friendly can give rise to impulsive consumption when consumers make purchases based on low prices, trend-driven urges, or aspirational imagery rather than actual need. The study asserts that thrifting should be understood not as a practice that is either entirely sustainable or purely consumptive, but rather as a space for negotiating economic needs, identity expression, media influence, the pleasure of shopping, and environmental awareness. The findings underscore the importance of critical consumption literacy, the management of impulsive buying, transparency regarding the origins of goods, and the strengthening of differentiation and business management strategies for thrifting vendors and local fashion MSMEs.]]>
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