“…The existence of social media and e-commerce has a significant impact in increasing awareness and motivation to thrift. Thrifting consumers have various motivations to buy thrifting products ranging from affordable prices, just following trends, thrifting becomes a representation of identity and lifestyle, to environmental conservation efforts (Agnesvy & Iqbal, 2022;Ghilmansyah et al, 2021;Ristiani et al, 2022;Rosmaniar et al, 2021;Sella & Banowo, 2023;Syahputri & Marliyah, 2023;Ulfa, 2022). The increase in consumer motivation and awareness in buying thrifting products cannot be separated from the role of digital communication through social media and e-commerce which allows content regarding educational information, entertainment, trends about thrifting, and detailed information on available stock items (Hidayatullah & Muslichah, 2023;Intan N N & Nugrahani, 2021;Mardani M & Aransyah, 2022;Radhata et al, 2023;Sariwaty et al, 2021).…”