Abstract:

This study aims to examine thrifting, especially on second-hand clothing intention during pandemic Covid-19. Additionally, the present study also identifies the role of lifestyle, consumer motivation, and perception in predicting thrifting. Four hundred and three college students in Jakarta participated in the present study. Seventy-four-point ninety-four percent of the respondent are the promoters of thrifting behavior. Most of the respondents highly agreed that pandemic COVID-19 does not reduce their motivation for thrifting. Being environmentalist, fashionable as well as having more clothes at a lower cost are the main reasons for thrifting among college students. The result in this study found that 30. 2 percent of intention toward thrifting during pandemic COVID-19 is predicted by consumer lifestyle, motivation, and perception. Implementation of the present study can be used in designing strategies for promoting thrifting among young people as well as preparing a better strategy for the thrifting store owner to attract more consumers.