Influence of Thrifting Products Purchasing Behavior: Cases of young adults in Indonesia

Rohana Sham; Nooraneda Mutalip Laidey; Max Clifford  Eagen Soetjipto; Mohammad Arif Kamal

doi:10.21834/e-bpj.v9i27.5713

Authors

Rohana Sham School of Business, Asia Pacific University of Technology and Innovation, Malaysia
Nooraneda Mutalip Laidey School of Business, Asia Pacific University of Technology and Innovation, Malaysia
Max Clifford Eagen Soetjipto School of Business, Asia Pacific University of Technology and Innovation, Malaysia
Mohammad Arif Kamal Architect Section, Aligarh Muslim University, Aligarh, India

DOI:

https://doi.org/10.21834/e-bpj.v9i27.5713

Keywords:

Value for Money, E-Word of Mouth, Environmental Concern, Purchase Decision, Thrift Products

Abstract

This study investigates the purchasing behavior of young adults in Indonesia, focusing on thrift products. Key factors influencing their decisions include value for money, electronic word of mouth (e-WOM), and environmental concerns. The research aims to contribute to consumer behavior knowledge in Indonesia, offering practical recommendations for businesses targeting this demographic. The study, conducted quantitatively through online surveys with respondents aged 18-30, establishes a relationship between value for money, e-WOM, and purchase decisions for thrift products. However, it finds no significant correlation with environmental concerns, emphasizing the need for nuanced marketing strategies to address sustainability issues in this market segment.

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