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THE DETERMINANTS OF SUSTAINABLE APPAREL PRODUCTS IN

INDONESIA EXPLORING CONSUMER “ATTITUDE-PURCHASE

INTENTION” GAP

Fitriatul Zahroh

Faculty of Economics and Business, Esa Unggul University, Jakarta, Indonesia

[email protected]

ABSTRACT

Fashion products have a short cycle that results in harmful environmental damage, a shift to more

sustainable consumption purchase is needed in Indonesia. Although public interest in sustainability has

increased and consumer attitudes are positive, their purchase intentions are inconsistent with attitudes.

This study aims to reveal the psychological drivers and barriers (utilitarian consumption, social norms,

attitudes) as well as the price-saving orientation of Indonesian consumers' purchase intentions towards

thrifting clothing products by exploring the attitude-purchase intention gap. Online survey data were

used to examine the moderate impact of utilitarian consumption, social norms and price-saving

orientations on the relationship between Indonesian consumers' attitudes and purchase intentions

towards thrifting products, particularly the greater Jakarta area. The results of the PLS-SEM analysis

show that (1) attitude has a significant influence on purchase intention, (2) utility value negatively

moderated the relationship, (3) and social norms negatively moderated the relationship, (4) while price

saving orientation has a positive relationship to purchase intention. This study does not validate the

attitude-purchase gap model in sustainable consumer purchase, however it does discuss how the current

findings can help researchers and practitioners in the Apparel and Textile field to refine and improve

sustainable programs and marketing strategies in Indonesia.

Keywords: Sustainable Apparel Products; The Attitude-Purchase Gap; Consumption Value; Social

Norms; Price Saving Orientation; Indonesia

INTRODUCTION

The needs of every human being cannot be separated from clothing, which we often call

fashion. The fashion industry always presents a new look with various kinds. And thrifting

activities are no stranger to the public, especially fashion lovers. Many fashion lovers are

interested in buying because they can get good quality clothes, and they can get brand clothes at

cheaper prices. This fact makes thrift shopping considered the most appropriate alternative to

consumption, so that now this activity is becoming increasingly popular.

This thrift shopping trend stems from the increasing public awareness of sustainability.

People have understood that used clothes are a very large source of world waste (Kerr & Landry,

2017). Through thrifting activities, the used clothes that should have been thrown away by the

owner can now be reused by others. But reality streaks that not that many consumers have sound

awareness about sustainable clothing consumption. They enjoy the pleasure of consuming and

owning the latest fashion designs, which leads to higher product usage rates and greater wastage

of resources. The National Chairperson of the Indonesian Fashion Chamber (IFC), Ali Charisma

said that sustainable fashion or thrifting is not an annual trend but a necessity that the fashion

industry should start running in Indonesia, reported by Antara (10/21).

Several studies have focused on changes or differences between the attitudes consumers

have and what they want, based on the event (Carrington et al., 2014; Moraes et al., 2012a; Shen

& Liu, 2015). From these differences in attitudes, it shows that several individual factors such as

demographics, lifestyle or other psychological factors make attitudes-purchase mismatches

(Carrington et al., 2014). Meanwhile, those that can influence actual purchasing decisions and

situational sustainability are complex and varied, namely brand, price and design of clothing

products (Chang & Watchravesringkan, 2018; Yang & Ha-Brookshire, 2019). Individual opinions

and shared social values are the determining factors (Di Fabio & Rosen, 2018). The personal and

psychological drivers or barriers that encourage or limit ongoing buying are associated with the

purchase-attitude gap. Sharing individual opinions and shared social values is a determining

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factor. Cultural differences in consumption purchase may reflect different values or beliefs.

Understanding the antecedents of sustainable, cross-cultural consumption purchase can benefit

managers who must develop and promote pro-environmental and sustainability apparel products

(SAP) for international businesses.

In this study, understanding the purchase intention of Indonesian consumers towards used

clothing is the main goal of this study, specifically on the gap between consumer attitudes and the

desire to buy used clothing products. Psychological studies and approaches were carried out to

investigate the impact of consumer values and social norms on consumer attitudes and willingness

to buy used clothing products (Di Fabio & Rosen, 2018). Price saving orientation is a new variable

that is suspected to be a factor in the gap in consumer purchase in buying SAP. This study should

contribute to: (i) Complementing the existing literature on purchase values and social norms,

particularly the factors influencing the relationship between attitudes towards SAP and purchase

intentions; (ii) Providing insight for marketing strategies of a business by highlighting the

determinant of SAP purchase intention (Di Fabio, 2017).

1. Sustainable Apparel Consumption and Purchase Intention

Sustainability used to be a concept bound to the field of production but now this concept is

also gaining attention on the consumption end, either products or services (Norum, 2013). Design,

manufacturing, and distribution are local resources that can build a transparent manufacturing

system. These resources also create products with longer lifetimes, and can also help achieve

sustainability in the apparel industry (Clark, 2008; S. Jung & Jin, 2014). Sustainability in the

apparel industry is becoming an increasingly important subject in Indonesia. Many environmental

problems are caused by the apparel industry, one of which is the amount of hazardous waste

generated at each stage of the clothing manufacturing process (Azevedo, 2018). Supported by

increasing global awareness of environmental issues, public awareness of sustainability is also

increasing. Consumers and even society are looking for eco-friendly clothing, and apparel

industry companies are trying to meet this demand.

Sustainable consumption purchase refers to the actions of individuals who choose to use

products with natural ingredients or those available in the environment (less processing) without

changing the structure of the ecosystem (Thøgersen, 2005). Buying environmentally friendly

clothing or recycling clothing can be done continuously or sustainably, this is because clothing

consumption refers to the purchase, storage and use of clothing as well as the care and life cycle

of clothing products. And every process from the manufacture of fibers to the disposal of clothing

has an impact on the environmental system (Hong & Kang, 2019). There are three objectives of

the green consumption concept concluded by the Chinese Consumers Association in 2001 which

serve as a reference for the concept of sustainability: encouraging consumers to choose

environmentally friendly (non-polluting) products, disposing of waste properly and within

reasonable limits in the consumption process, and then directs changes in the concept of

consumption and encourages more attention to be paid to environmental protection, resource

conservation, and sustainable consumption while seeking comfort and health (Shao, 2019).

Indonesia today needs a change in consumer culture to enable equitable distribution of

resources within the limits set by environmental boundaries in the face of enormous

environmental pressures. This is as conveyed by Ali Charisma as reported by ANTARA (21/10),

that sustainability is not only for branding and marketing strategies, but for the belief and need

that fashion itself has a negative impact on the environment. At least Indonesia started with that

intention. A new combination of public regulation, citizenship, education and media information

is needed to overcome public opposition and avoid the individualistic materialism that governs

the pursuit of a good standard of living and ideas about the public interest. Sustainable

consumption is shaped by a decision-making process that takes into account consumer social

responsibilities with individual needs and wants (Vermeir & Verbeke, 2006). The practice of daily

consumption is still very constrained by convenience, habits, value for money, personal health

problems, hedonism, and individual reactions to social and institutional norms (Sawang et al.,

2014), and most of them even tend to refuse.

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(Tanner & Kast, 2003) highlight sustainable potential consumers, including demographics

and psychographics, emphasizing attitudes, purchase intentions, and personal characteristics.

Recent studies on intention to purchase sustainable food also show that psychosocial variables

such as attitudes, beliefs, and subjective norms independently predict intention to purchase

sustainable products, more than just demographics (Yamoah & Acquaye, 2019). There are gaps

in consumer decision-making for sustainable consumption, especially in understanding clothing.

This is the result of a survey of barriers and consumer profiles. The results of investigating the

role of individual traits such as consumer values and social norms can explain the gap between

general sustainable consumption patterns and attitudes on purchase intentions.

2. Attitude and Purchase Gap in Sustainable Consumer Decision Making

The lack of alignment between industry growth and market share in finding solutions

through attitude studies shows that researchers and practitioners are already struggling (Yamoah

& Acquaye, 2019). A research study on socially responsible clothing consumption found an initial

relationship between attitudes toward sustainable consumption and clothing purchase (DiFonzo

& Bordia, 1998). The attitude of sustainable buyers is not necessarily related to consumers who

buy sustainable products. It is important to understand this in terms of both the formation of

purchase intentions and the gap between attitudes and purchase intentions (Carrington et al.,

2014).

In everyday life, various contextual factors such as product design, price, and brand can

influence the actual purchase decision. Consumers often change their minds when they make a

purchase, even if they always think. In this regard, several studies have focused on the differences

between what they think and what they do (Shen et al., 2013). Attitude-purchase gap models

suggest that a number of individual factors, such as demographics, lifestyle, or other factors,

contribute to attitude differences (Carrington et al., 2014; Hassan et al., 2016).

The concept of the attitude-purchase intention gap model with a knowledge system and the

value of sustainable consumption purchase was created by (Kollmus & Agyeman, 2015).

Meanwhile, (Vermeir & Verbeke, 2006) proposed a gap model of green food attitudes, including

personal values, commitments and social norms to understand sustainable consumer purchase

related to sustainable food. The role of personal values and social norms in the gap between

sustainable consumer attitudes and purchase intentions is very important and has been emphasized

in previous research. (Chang & Watchravesringkan, 2018) found that the purchase of sustainable

clothing is actually influenced by attitudes towards environmentally friendly clothing. In this

study, individual consumer values and social norms play an important role in reducing the gap

between attitudes and purchase intentions, as shown by the attitude-purchase intention gap model

(Figure 1).

3. Key Elements of Sustainable Decision Making

a. Utilitarian Consumption

Products and brands are the value of a product, this is an important factor to help

the consumer process in making decisions (Burgess, 1992). Values motivate purchase

and provide direction and emotional strength (Schwartz, 2012). For example, when

making moral decisions, people pay more attention to values and beliefs than outcomes

(Yin et al., 2018). (Schmitt & Leclerc, 1999) defines consumer value as the interaction

between consumers and products or services.

Utilitarian consumption are relativistic because they include preferences between

objects, vary from person to person, and are context specific. The value of consumption

is an important point in the study of consumer purchase. Values are central to an

individual's cognitive structure and provide a theoretical basis for attitude analysis

(Ajzen, 2001) and focusing on value goals has a strong impact on rational purchase

choices in society (Steenkamp & Jong, 2010). Utility begins with the consumer's

perceived benefit, depending on whether the task in the process is performed successfully

(Jones et al., 2006). A possible positive assessment of a product or its consumption

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potential is related to its quality and usefulness to perform various functions(Yin et al.,

2018).

b. Social norms

Indonesians tend to emphasize group goals, the value of compatibility with others,

and the value of similarity with others (Bagozzi et al., 2000). In its arrangement, the social

environment has a strong influence on one's intentions and purchase (Abrahamse & Steg,

2013; Joshi & Rahman, 2015). For this reason, the concepts of influence of social norms

and purchase change have been recognized as motivational and important factors

(Reynolds et al., 2015). Social norms have not been fully utilized in sustainable areas

(Suh et al., 1998). The concept of social norms is one of the most important variables in

the buying decision process (Ajzen, 2001). Social norms play a stronger purchase role in

ideological societies. Indonesia is a groupist society that focuses on groups whose priority

is to maintain balance and harmony with the group (Fan & Fan, 2010). Social norms are

sometimes considered as social pressures on a person's purchase, but in Indonesia (group

countries), social norms need to be consistent with mutual agreement (Suh et al., 1998).

Therefore, although the positive attitude towards the new consumption purchase is low.

Sustainable clothing consumption, high social impact, may increase the relationship

between this attitude and intention to adopt.

4. Price Saving Orientation

(Nagle, T., Hogan, J., Zale, 2002) defines price as the value of money that must be

paid in exchange for products or services in a purchase agreement. According to (Darke et

al., 1995), discount prices are highly sought after by consumers because it can help them

save money. This is supported by the results of research from (Tversky & Kahneman, 2018),

that consumers are even willing to travel long distances just to find stores with the best

discounts. Higher discounts increase the value of certain products for consumers, while lower

prices will bring in sales for an organization (Madan & Suri, 2001). The orientation of price

savings is not only in terms of saving money, but also does not incur additional costs in

buying products or using services (Escobar-Rodríguez & Carvajal-Trujillo, 2014).

According to (DelVecchio & Puligadda, 2012), lower prices can tempt managers, as

well as stimulate consumers. In clothing, different categories of consumers tend to choose

different levels of quality and price for clothing. Consumers tend to be rational and choose

based on maximum benefits, while still looking for the lowest acceptable price (Ollila &

Tuomi-Nurmi, 2011). According to (McRobbie & Nurhadi, 2018), the existence of used

clothing creates a surplus of goods whose use value does not disappear when the first owner

no longer wants them. For people who do thrifting, used clothes can provide economic value

for those who need clothes for daily needs or to be used to attend an event without spending

extra money to buy new clothes which are of course more expensive.

Hypothesis Development

1. The Relationship between Attitude and Purchase Intentions

The attitude-purchase intention gap model is the basis of the conceptual framework

used in previous research to study the determinants of consumer purchase intentions for

sustainable apparel (Moraes et al., 2012) (Bray et al., 2011) and (Papaoikonomou et al.,

2011). The Attitude-purchase intention Gap uses utilitarian consumption and social norms

when considering research (H. J. Jung et al., 2020). Consumer sustainability and purchase

intention are positively related in previous studies. Consumer attitudes towards SAP

purchase intentions need to be seen to influence the gap between intentions and purchase.

H1. Consumer attitudes towards SAP have a positive effect on SAP purchase intention in

Indonesia.

2. The Relationship between Atittude, Utilitarian Consumption Value and Purchase

Intention

Utilitarian consumption has a large influence on consumer attitudes and purchases as

well as a significant driver of consumer choice for sustainable products (Majeed et al., 2022).

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Utilitarian consumption reveals how consumers perceive product performance in terms of

dependability, durability, and reliability (Sheth et al., 1991). Consumers evaluate clothing

quality when making purchase choices (Han et al., 2017). A consumer can choose thrift

clothing according to certain attributes, such as clothing benefits, comfort, reliability (Zhang

et al., 2013). If the perceived benefits of the product justify the price paid for used clothing,

it results in a willingness to pay a higher price (Han et al., 2017). Therefore, quality is a key

factor in the consumer's decision to choose used clothing.

The researcher uses logic to examine the impact of consumer value on the relationship

between SAP attitudes and purchase intentions. The utility perspective in product

consumption is in accordance with the results of previous studies (Hirschman, 1986;

Hirschman & Holbrook, 1982; Holbrook & Hirschman, 1982).

H2. Utilitarian consumption value can mediate the relationship between attitude and

purchase intention on SAP in Indonesia

3. The Relationship between Atittude, Social Norms Value and Purchase Intention

Social norms have an important role to play in consumers' sustainable decisions

according to the main sustainable consumption models. According to (Moraes et al., 2012),

the main principles or guidelines for consumer choice as provided by the reference group are

the notions of social norms. In choosing sustainable products for German consumers, the

reference group has an important and influential role (Welsch & Kühling, 2009). Meanwhile,

the pro-environmental purchase of Indonesia consumers is influenced by social norms. The

main obstacle to purchasing and disposing of sustainable fashion products is social norms

(Harris et al., 2016). According to (Hassan et al., 2016), social norms related to consumer

purchase intention for used clothing and intention to avoid sweatshop clothing. Based on this

relationship, we propose the following:

H3. Social norms value can mediate the relationship between attitude and purchase intention

on SAP in Indonesia

4. Relationship between Price Saving Orientation and Purchase Intentions

Positive experiences resulting from value for money create favorable situations and

positive purchase intentions (Carpenter, 2008). (Chen, 2008) found that there is a positive

relationship between consumers' monetary value and purchase intentions. Online consumers

browse various shopping platforms and compare prices. They prefer to use platforms that

offer many benefits such as low prices, high discounts, and free shipping. The Internet has

been shown to facilitate price comparisons and is beneficial for buyers who purchase

products at low costs (Chiu et al., 2014; Eriksson & Nilsson, 2007; Gentry & Calantone,

2002). Meanwhile, consumers who come directly to the market will compare the price with

the quality of the clothes directly, whether it is feasible or not. It's not uncommon to find

used clothes from well-known brands, but still very easy to use and vice versa. When

compared between traditional markets and online shopping, online shopping is relatively

profitable for consumers because in addition to providing cheaper prices, consumers also

become more efficient in shopping time and this is much more convenient (Akroush & Al-

Debei, 2015). The above discussion reflects the relationship between awareness of price

savings and consumer purchase intentions.

H4. Price saving orientation has a positive effect on SAP purchase intention in Indonesia.

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RESEARCH METHOD

The profiles of respondents are summarized in appendix 6. A total of 96.4% of respondents

in the Greater Jakarta area are single, and most of the respondents in this study (58.5%) have

higher education at the undergraduate and postgraduate levels. Then 98.4% of respondents in the

Jakarta area have bought Thrift clothes which show a high level of purchasing experience, and

the remaining 2.6% have not bought thrift clothes.

This study evaluates the relationship between the construct and its indicators. Through two

stages, namely evaluating the outer model and evaluating the inner model.

The loading factor describes how much the indicators are tied to each construct. Based on

outer model evaluation, all indicators have a loading factor > 0.6 which means that all indicators

are valid because the loading factor value meets the criteria, namely the construct loading factor

value must be above 0.6 in Ghozali & Latan, (2015). These results indicate that there is a good

relationship between the indicators and each construct.

Checking the validity of the convergent validity is done by looking at the Average Variance

Extracted (AVE) value. In the Utilitarian consumption variable, the AVE root value (0.626) is

still lower than other moderating variables such as Social Norms (0.857). While the dependent

variable is purchase intention, the root value of AVE (0.751), and the independent variable is

Attitude (0.666), and Price Saving Orientation (0.676). Even so, the visible results are still safe

because nothing is < 0.6, so it meets the requirements of good validity.

The author uses instrument reliability to ensure the accuracy of the instrument's consistency

in determining configurations/variables. Measurement of reliability can be observed using

Cronbach's alpha and composite reliability. Appendix 7 shows that Cronbach's alpha for all

variables is > 0.6. As a result, all variables are reliable and can be used for further research.

Reliability can also be used with composite reliability where the composite reliability value is

greater than Cronbach's alpha (Hair et al., 2021). In appendix 7, the table of construct reliability

and validity shows that all variables have composite reliability > Cronbach's alpha value.

Internal model measurements are also carried out to check the fit of the model and measure

direct and indirect effects. The research model needs to be strengthened to get the results of the

internal model analysis. Internal model analysis uses goodness-of-fit model, path coefficients,

and indirect effects.

Then in the evaluation of the structural model, the results of the Goodness Fit Model test

were obtained with an SRMR value of 0.069 (<0.1), Chi Square of 391.532 (>0.05) and an NFI

of 0.791 (<0.9), it is concluded that the structural model in this study is good fit. The path diagram

T-Value of the estimated structural model is presented in the following section:

Figure 1

Research framework

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Figure 2

Path Diagram T-Values

Source: Processed data, 2022

Table 1

Research Model Hypothesis Test

Hypothesis

Hypothesis Statement

T- Value

Information

Consumer attitudes towards SAP have a

significant effect on purchase intention of

thrifting clothes in Indonesia

2.258

Data support the

hypothesis

The role of moderation in the utilitarian

consumption can affect the relationship

between attitude and purchase intention

towards thrifting clothes in Indonesia

0.639

Data don’t support

the

hypothesis

The role of moderation in the social norms

can affect the relationship between attitude

and purchase intention towards thrifting

clothes in Indonesia

0.309

Data don’t support

the

hypothesis

There is a positive relationship between the

price saving orientation with the intention

of consumer purchase in buying thrifting

clothes in Indonesia

5.230

Data support the

hypothesis

Source: Processed data, 2022

Testing the first hypothesis (H1) where Attitude towards SAP has a significant effect on

Purchase Intention of thrifting products, from the t coefficient value it can be seen that attitude

have a significantly effect on purchase intentions of thrifting products, this is because the T-

statistic of attitude is 2.258 and with these results, the first hypothesis in this study H1 was

accepted.

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While the moderating variable utilitarian consumption is rejected. With a T-statistic of

0.639. So it can be concluded that hypothesis 2 (H2) is rejected and the role of moderation in

consumption value cannot affect the relationship between attitude and purchase intention towards

SAP in Indonesia. The second moderating variable is Social Norms, where this variable has a T-

statistic value of 0.309. With these results, hypothesis 3 (H3) is rejected and the role of moderation

in social norms cannot affect the relationship between attitudes and purchase intentions towards

SAP in Indonesia.

Testing the fourth hypothesis (H4) where Price Saving Orientation on SAP has a positive

relationship to the purchase Intention of thrifting products, from the t coefficient value it can be

seen that Price Saving Orientation has a positive relationship on purchase intentions of thrifting

products, this is because the T-statistic of attitude is 5.230 and with these results, the fourth

hypothesis in this study H4 is accepted.

The coefficient of determination shows how much the intrinsic variable is influenced by

the extrinsic variable. The R-squared value of the purchase intention variable is 0.656, meaning

that the independent variables are attitude and price savings. Therefore, consumer values and

social norms of the moderating variable can affect the purchase intention variable by 65.6%, while

34.4% is influenced by variables other than the model studied.

RESULT AND DISCUSSION

The result of this research showed that data did not support all hypotheses of the attitude-

purchase gap framework in explaining SAP purchase intention in Indonesia. Attitude was found

to have positive effect on SAP purchase intention, further reinforce precious study of (Carrington

et al., 2014), these results imply that Indonesian respondents from this study translate thought into

action.

This can be supported by the fact that although the thrifting cultural response still has pros

and cons because of the imported used clothes, the Ministry of Health has carried out laboratory

tests, where there are many bacteria that can endanger health (Widodo, 2015). However, this does

not reduce the interest in thrift clothing, because many companies and retailers use a sales strategy

by providing laundry services for every shirt that will be sold, while still providing a relatively

cheap price when compared to new clothes. So that it can convince consumers that the goods

purchased are very clean for the context of used clothing.

Respondents also don't have a problem if they have to search or scroll through social media

to get quality products at the lowest possible price and stay branded. This proves that the attitude

of consumers who voluntarily do everything in search of where to sell, when the store opens or

when the product will be launched and how to choose tips & tricks for thrift clothes just to buy

and get quality thrift clothes.

Functional value (H2) is a significant driver of consumer choice in buying products. It

reveals how consumers perceive product performance in terms of price, dependability, durability

and reliability. Consumers will evaluate these aspects when making purchase choices (Sheth et al.,

1991). And as we know that the basic function of clothing is to cover or protect our bodies,

however, modern society is now inseparable from lifestyle in terms of fashion, in order to show

that they always follow fashion developments to look stylish and always attach importance to the

prestige of what they wear. Namely, adolescents are individuals who are very easily influenced

by modernity (Saputro, 2018). So that utilitarian consumption does not have a strong effect or it

can be said that this variable is not the first consideration in buying thrifting clothes.

Social norms (H3) also do not show a significant moderating effect on the relationship

between SAP attitudes and purchase intention of thrifting products. The author finds that

respondents in buying thrift clothes are not because they feel they have an obligation to take part

in stopping and reducing air pollution from emissions, but just because they like and are

interested. The author also found that many of the consumers who began to like this culture came

from external factors such as an invitation from friends or indeed the environment that was

supportive of buying used clothes. So that consumers feel comfortable and not burdened with

taking action on their purchase intentions. The results of this study are in accordance with

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previous studies by (Bhutto et al., 2022), who found that subjective values did not significantly

affect consumers' intention to buy sustainable products. The lack of connection indicates that the

opinions of others may not easily influence consumers. Inconclusive results from available studies

suggest that the relationship between social values and purchase intentions requires more research

dissemination.

Then the last finding in this study, where price saving orientation (H4) has a strong positive

relationship on purchase intention of thrifting products. Many consumers still want to fulfill their

lifestyle and follow trends while still being frugal or spending a minimum budget. Moreover, it is

not uncommon for thrift shopping to have limited edition and branded clothes. These results

reflect previous research ((Iskandar et al., 2020; Rajaguru, 2016), where value for money is an

important factor for achieving customer satisfaction and favorable purchase intentions.

CONCLUSION

The results of the study can be concluded that (1) attitude has a significant effect on

behavioral intention (2) utilitarian consumption does not have a positive effect on moderating

attitude and behavioral intention (3) social norms does not have a positive effect on moderating

attitude and behavioral intention (4) price saving orientation has a positive relationship to

behavioral intention.

This study provides insight into consumer decision making and contributes to a better

understanding of the attitude-behavior gap in the thrifting apparel industry in Indonesia,

particularly the greater Jakarta area. The findings presented may be of interest to thrifting apparel

brands, manufacturers and retailers who are willing to convert consumers' sustainable attitudes

into behavioral intentions. Understanding consumer attitudes towards thrifting clothing as well as

their barriers can help the industry to consider product attributes as more important, including

creating aesthetic benefits and adopting adequate communication strategies. Offering attractive

and authentic sustainable clothing at economical prices may encourage the thrifting apparel

industry to close the exhibited attitude-behavior gap. This research contributes to expanding

disciplines related to the psychological perspective of thrifting clothing consumption and to

driving progress in sustainability in Indonesia and the future.

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