MULTI-STAKEHOLDER EFFORTS TO ADDRESS THE ENVIRONMENTAL IMPACT OF THRIFTING TRENDS AMONG GENERATION Z

Abstract

The practice of thrifting is burgeoning among Generation Z, driven by digital advances, social shifts, and a heightened focus on sustainability. However, the phenomenon has a dual impact: while promoting the reuse of clothes, it can also exacerbate textile waste due to excessive consumption and the influx of imported used garments that are not absorbed by the market. This qualitative case study in Surakarta identifies the primary factors driving Generation Z's engagement in thrifting, analyzes its environmental consequences, and examines efforts by the government and Gen Z to mitigate the negative impacts. Data was collected through in-depth interviews with Gen Z buyers, thrift business owners, and representatives from the Gita Pertiwi Foundation, supplemented by field documentation. Findings indicate that economic factors, social media influence, and social interaction are key drivers of thrifting. While the practice extends the lifespan of items, the unabsorbed volume of imported goods increases the burden of textile waste. The study concludes that thrifting can support sustainable consumption only if bolstered by increased environmental awareness, stronger regulations, and public education on responsible clothing use.