The role of social media in popularizing the thrifting trend among university students
DOI:
https://doi.org/10.71028/jescs.v4i1.190Kata Kunci:
Thrifting, Social Media, University Students, LifestyleAbstrak
This study examines the role of social media in the thrifting trend among university students. As the practice of purchasing affordable, still-wearable second-hand clothing, thrifting has become one solution for meeting fashion needs. However, this trend is not driven by economic factors alone; social media plays an important role in spreading it. Intensive visual promotion across digital platforms has been shown to shape students' preferences and consumption patterns toward second-hand products. Through in-depth interviews with four university students, this study found that the decision to shop for thrifted items is not based solely on economic considerations. Exposure to social media, through styling content, aesthetically appealing visuals, user-generated content (UGC), and influencer recommendations, emerges as the main trigger, reinforced by affordable prices, product uniqueness, and peer influence. Beyond offering an economical shopping option, thrifting also fosters students' self-confidence and lifestyle identity. These findings reinforce previous literature indicating that social media plays a significant role in increasing the popularity of thrifting, shaping selective consumption patterns, and supporting sustainable fashion among the younger generation.
Unduhan
Referensi
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Hak Cipta (c) 2026 Vera Wijayanti Sutjipto, Marisa Puspita Sary, Maulina Larasati, Sazra Haqinsa Dhata, Silva Zaharani
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