The Influence of Consumer Perceptions of Thrift Clothing on Purchase Intentions with Product Quality, Price, and Environmental Consciousness Variables

Abstract

This research examines how consumers' perceptions of thrift clothing influence their purchase intentions, focusing on three key variables: product quality, price, and environmental awareness. The trend of thrifting, or purchasing second-hand clothing, has gained popularity, especially among younger generations, due to economic reasons and heightened awareness of the environmental impact caused by fast fashion. The study employs a quantitative approach, utilizing a survey of 140 respondents who have either purchased or shown interest in buying thrift clothing. Data were analyzed using multiple linear regression to assess the relationship between perceptions of product quality, price, environmental awareness, and purchase intentions. The findings reveal that all three variables—product quality, price, and environmental consciousness—significantly impact consumers' purchase intentions for thrift clothing. Positive views of product quality and lower prices boost purchase intentions, while environmental consciousness enhances consumer preference for second-hand clothing as a sustainable choice. This study enhances understanding of consumer behavior towards thrift products and offers insights for industry players to create more effective, eco-friendly marketing strategies.

Keywords: Consumer Perception, Thrift Clothing, Purchase Intention, Product Quality, Price, Environmental Consciousness.