Pengaruh Kesadaran Lingkungan, Gaya Hidup Berkelanjutan Dan Trend Fashion Terhadap Minat Beli Thrifting Di Kalangan Generasi Z Kota Malang

Abstract

Abstract

This study aims to analyze the influence of environmental awareness, sustainable lifestyle, and fashion trends on the purchase intention of thrifted fashion products among This study employed a quantitative research approach and utilized multiple linear regression analysis to examine the data collected from Generation Z in Malang City. The results show that environmental awareness, sustainable lifestyle, and fashion trends jointly influence purchase intention of thrifted fashion products. Partially, environmental awareness and fashion trends influence purchase intention, while sustainable lifestyle has no significant effect. These findings indicate that environmental awareness and fashion trends are the main factors in increasing purchase intention of thrifted fashion products among Generation Z in Malang City.

Keywords: Environmental Awareness, Sustainable Lifestyle, Fashion Trends