The Psychographic and Demographic Profile of Online Thrift Shop Consumers in Tasikmalaya

Wiwi Widia, Refius Pradipta Setyanto, Rio Dhani Laksana

Abstract


The purpose are study aims to describe the consumer's demoghraphics and psychographics of online thrift
shop in Tasikmalaya, as a better understanding in consumer means a better shaping strategy in the industry.
The demoghraphics variables including age and income, while the psychographics variables including
environmentalism and price sensitivity. The methodology are research is considered to be a quantitative
descriptive research which aims to explain the demographic and psychographic profile of online fashion
thrift shop consumers in Tasikmalaya. The data were collected through a survey method among 105
selected individuals who had experiencing thrift-shopping. The participant are collected by convenience
sampling method. The collected data then were analyzed using a cross-tabulation method to obtain the
demoghraphic and psychographic profile of Fashion thrift consumers in Tasikmalaya. Then finding the
study showed that demoghraphically generation Z was the one who mostly does the thrift shop by
63 percent. In terms of income, the study showed lower income people are most likely to expense
at an online thrift shop by 49 percent, though several average income and higher income group of
people also are doing so. Psychographically, most participant who preferred thrift -shopping
consider themselves as an enviromentalist (71% ) yet also price sensitivitist (67%).
Keywords: Thrift shop; fashion; consumer behaviour; psychographic; demoghraphic.


Full Text:

PDF

References


Apriliani, T. (2016). Hubungan Kerja dalam Industri Fast Fashion: Analisis isi terhadap fenomena

eksploitasi (studi kasus film the true cost dan nike sweatshops). Informasi, 46 (1), 33-48.

Rahman, A., Aryanto, H., & Christiana, A. (2019). Perancangan Media Promosi Produk Fashion dari

Pengelolaan Limbah Fashion. Jurnal DKV Adiwarna, 1(14), 8.

Yang, S., Song, Y., & Tong, S. (2017). Sustainable retailing in the fashion industry: A systematic literature

review. Sustainability, 9(7), 1266.

Saputro, R. L. (2018). THRIFTSTORE SURABAYA (Studi Deskriptif Tentang Upaya Mempertahankan

Eksistensi Pakaian Bekas Sebagai Budaya Populer di Surabaya) (Doctoral dissertation, Universitas

Airlangga).

Yan, R., Bae, S. Y., & Xu, H. (2015). Second-hand clothing shopping among college students: The role of

psychographic characteristics. Young Consumers, 16(1), 85–98.

Williams, C.C. and Paddock, C. (2003), “The meanings of informal and second-hand retail channels: some

evidence from Leicester”, The International Review of Retail, Distribution and Consumer Research,

Vol. 13 No. 3, 317-336.

Hiller Connell, K.Y. (2011), “Exploring consumers’ perceptions of eco-conscious apparel acquisition

behaviors”, Social Responsibility Journal, Vol. 7 No. 1, 61-73.

Thapa, B. (1999), “Environmentalism: the relation of environmental attitudes and environmentally

responsible behaviors among undergraduate students”, Bulletin of Science, Technology, & Society,

Vol. 19 No. 5, 426-438.

Anglin, L.K., Stuenkel, J.K. and Lepisto, L.R. (1994), “The effect of stress on price sensitivity and

comparison shopping”, Advances in Consumer Research, Vol. 21 No. 1, 126-131.

Cervellon, M.C., Carey, L. and Harms, T. (2012), “Something old, something used: determinants of

women’s purchase of vintage fashion vs. second-hand fashion”, International Journal of Retail &

Distribution Management, Vol. 40 No. 12, 956-974.

Christiansen, T., & Snepenger, D. J. (2005). Information sources for thrift shopping: Is there a “thrift

maven”?. Journal of Consumer Marketing, 22(6), 323-331.

Darley, W. K., & Lim, J.-S. (1999). Effects of store image and attitude toward secondhand stores on

shopping frequency and distance traveled. International Journal of Retail & Distribution

Management, 27(8), 311-318.

Roux, D. (2006). Am I what I wear? An exploratory study of symbolic meanings associated with secondhand

clothing. Advances in Consumer Research, 33, 29-35.

Heath, R. P. (1995). Psychographics: Q'est-ce que c'est. American Demographics, 11, 10-24.

Parsons, L. (2000), “New goods, old records and second-hand suits: charity shopping inSouth-West

England”, International Journal of Nonprofit and Voluntary Sector Marketing, Vol. 5 No. 2, 141-

Williams, Kailey. (2020) "Motivations for Thrift Shopping." University Research Review, Issue 12, 151-

Müderrisog˘ lu, H. and Altanlar, A. (2011), “Attitudes and behaviors of undergraduate students toward

environmental issues”, International Journal of Environment Science Technology, Vol. 8 No. 1, 159-

Sterman, John D. (2000). Business Dynamics: Systems Thinking and Modelling for a Complex World.

McGraw-Hill Inc.

Horne, S., and A. Maddrell. "Charity shops, consumption, retailing and society." (2002).

Donovan, S. (2015). Thrift Shopping: Discovering Bargain and Hidden Treasures. Twenty-First Century

Books.

MINTEL (Marketing Intelligence) (1997), Charity Shop Retailing, MINTEL, London.

Kestenbaum, R. (2017). Fashion retailers have to adapt to deal with secondhand clothes sold online. Forbes.

Available online: https://www.forbes.com/sites/richardkestenbaum/2017/04/11/fashion-retailershave-

to-adapt-to-deal-with-secondhand-clothes-sold-online/?sh=76381c311a7f


Refbacks

  • There are currently no refbacks.