Analisis Niat Beli Pakaian Thrift menggunakan Pendekatan Extended Theory of Planned Behavior

Abstract

The ever-increasing waste of the fast fashion industry makes the concept of sustainability in fashion more important. Thrift clothing is currently started to became a fashion trend, especially in the millennial generation and generation Z. The purpose of this research is to analyze the purchase intention of thrift clothing using the Extended Theory of Planned Behaviour. The research design used a cross sectional study with voluntary sampling totaling 220 from the millennial generation and generation Z. Data analysis descriptive and correlation tests used SPSS version 25 and SEM test used LISREL 8.80. The correlation test results show that age and income had a significant positive relationship with the intention to purchase thrift clothing. SEM analysis shows that environmental knowledge had a significant positive effect on attitude towards behavior. Attitude toward behavior, subjective norms, and perceived behavioral control also had a significant positive effect on the intention to purchases thrift clothing. Knowledge about the environment needs to be strengthened in order to create a positive attitude towards thrift clothing through strategic approaches.