ANALYZING FACTORS INFLUENCING CONSUMER PURCHASE BEHAVIOR OF GENERATION Z TOWARD SECOND-HAND APPAREL IN INDONESIA

• Main Author: Geovian, Nathanael
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/61097
• Institution: Institut Teknologi Bandung

Second hand apparel has become a trend that gradually continues to participate in the development of the fashion industry. Moreover, this trend extends the life cycle of clothes and changes the behavior of shoppers, especially younger customers. Younger generations as target consumers have the motivation to take part in creating purchasing behavior for buying a product, both intrinsically and extrinsically. An understanding of the motivational factor characteristics of second-hand apparel consumption behavior will help to develop knowledge in the context of marketing in the fashion sector, considering that Indonesia has a large market potential, especially Gen Z who will have enormous purchasing power in coming years. And to achieve competitiveness from this big opportunity through improving the comprehension of generation Z (Gen Z) consumer behavior. Therefore, this study was conducted to better understand the most influential factors (attitudes, subjective norms, perceived behavioral control, and trait of vanity) that shape and encourage purchase intentions and consumer behavior of Gen Z towards second hand clothes, by combining the theory of planned behavior and physical aspect of vanity. To analyze the results of data from 327 respondents that have filled out an online survey, the author uses Partial Least Square Structural Equation Modeling (PLS-SEM) utilizing the Smart PLS software. As a result, it was found that the subjective norm is the most important determinant of purchase intention which will later affect purchasing behavior, followed by attitude, and perceived behavioral control. Furthermore, the perceived physical vanity also significantly influences purchasing behavior. Younger consumers are proportionately more influenced by their external motivation to consume second hand apparel. This information is useful for marketers to improve their marketing and branding strategies by emphasizing social and individual values, where the need for social acceptance and individual appearance plays a significant role in the buying behavior of generation Z toward second hand apparel.