<![CDATA[The thrifting trend has begun to grow along with increasing digital access and lifestyle changes among urban communities. Generation Z in Ambon City views secondhand clothing not only as an economic solution, but also as part of a lifestyle that reflects creativity, uniqueness, and environmental awareness. Gen Z consumer behavior influences individual purchasing decisions, and repeated purchasing decisions—driven by affordable prices, quality, comfort, and the influence of the social environment—will shape the Gen Z lifestyle. This study utilizes the Structural Equation Modeling – Partial Least Squares (SEM-PLS) method with the assistance of SmartPLS version 4.0 software. The SEM analysis is based on primary data collected from 112 Gen Z respondents in Ambon City. The results indicate that consumer behavior, as an independent variable, has a significant effect on the thrifting lifestyle of Gen Z in Ambon City. Furthermore, purchasing decision, as an intervening variable, is proven to mediate the relationship between the independent variable (consumer behavior) and the dependent variable (thrifting lifestyle).]]>
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