Meaning of Thrifting in the #TukarBaju Campaign in the Zero Waste Indonesia Community

Abstract

The phenomenon of thrifting or buying used clothes is becoming increasingly popular among young people and has attracted public attention because it is considered as one of the sustainable efforts by applying the principles of sustainable fashion.In interpreting this, the researcher then chose the Tukar Baju community as the object of research as well as a representation of environmental activists engaged in the realm of sustainable fashion. This research uses a qualitative method with an ethnographic type of research to see the meaning of thrifting from Tukar Baju activists and how the process of interaction and exchange of meaning between individuals can strengthen the meaning of thrifting as a form of sustainable fashion effort. Researchers found a pyramid concept of "Buyerarchy of need" in interpreting thrifting as a continuous effort and thrifting is at level 4 and which means thrifting is not the only one. So, to strive for sustainable fashion through thrifting, people need to be smart and not impulsive consumers.

The Phenomenon of Thrifting As An Alternative Solution Related to Reducing Environmental Impact on Fast Fashion

“…through interaction and exchange of meaning between individuals in the community, thrifting is defined as an alternative that belongs to the concept of "buyerarchy of need", where the use of clothes that are already owned is a top priority before thrifting options. The formation of a positive view of thrifting in this community strengthens the position of thrifting as a sustainable alternative in sustainable fashion (Zahro & Dhona, 2023). Thrifting is a popular phenomenon among the younger generation that involves purchasing second-hand clothes as part of an ongoing effort in fashion with the principle of sustainable fashion.…”

“…Turning to consumer behaviour, Zahro and Dhona (2023) explore the meaning of frugality in the context of the Zero Waste Indonesia Community #TUKARBAJU campaign. The study used qualitative methods to explore how frugality is perceived and practised among activists.…”

“…One solution that has emerged is the thrift shopping movement or used clothing shopping (Zahro & Dhona, 2023). Particularly popular among the younger generation, thrifting is seen as a sustainable alternative to fashion consumption.…”

“…Particularly popular among the younger generation, thrifting is seen as a sustainable alternative to fashion consumption. Thrift shopping helps to reduce textile waste and provides an opportunity to reduce the negative impact of fast fashion on the environment (Zahro & Dhona, 2023). However, it should be noted that thrifting is not the only solution and consumers also need to become smarter about the products they buy.…”

“…Thrifting is a popular phenomenon among the younger generation that involves purchasing second-hand clothes as part of an ongoing effort in fashion with the principle of sustainable fashion. This includes the practice of choosing and using second-hand clothes rather than buying new ones, as an alternative to reducing environmental impact (Zahro &;Dhona, 2023).…”