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The Transformation of Second-Hand Clothes Shopping as Popular Sustainable Lifestyle in Social Media Era
Angela Oscario

Last modified: 2022-06-11


Pandemic era, where people are forced to change their habit, is a momentum of opportunity to switch into sustainable human development. Indonesia has many unpopular local cultures that actually support sustainable lifestyle. Second-hand clothes or we call it cimol, awul-awul, burjer, babebo and many other names were avoided because their association with image of poverty. Along with the rising popularity of sustainable lifestyle, second-hand clothes got a new spotlight. In relatively short time, with the help of social media, second-hand clothes had socially constructed into a new reality for gen Z. Using mix of qualitative and quantitative method, this study revealed gen Z’s awareness and consideration about second-hand clothes that would lead to the purchase intent and how the social media influencers/accounts helped to socially construct the reality of second-hand clothes. Besides the pride of being part in sustainable movement, Gen Z as a realistic generation also consider the fashion style, price and hygiene before making a decision to purchase second-hand clothes. Those gen Z’s needs should be incorporate into the values of second-hand clothes that were externalized by the influencers in their social media contents. It’s also necessary figuratively represent an image that are suitable with gen Z. Without preaching on what should gen Z’s do, they narrated their personal experiences and opinions. This transformation of second-hand clothes study could be a lesson-learned on how to deconstruct an unpopular local culture and socially reconstruct it into a popular culture in order to support harmonious relationship between human and nature.


Thrifting, preloved, sustainable, social media, social construction

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