Thrift-Fluencers and the rise of second-hand fashion: A behavioural Analysis of Gen-Z’s shopping habits

Bhoomika Wadhwa

Thrift-Fluencers and the rise of second-hand fashion: A behavioural Analysis of Gen-Z’s shopping habits

Author(s)	Bhoomika Wadhwa
Country	India
Abstract	The rapid growth of fast fashion has generated significant environmental concerns, including high carbon emissions, excessive water consumption, and increasing textile waste. In response to these challenges, second-hand fashion has emerged as a sustainable alternative, particularly among younger consumers. Social media has further accelerated this shift by enabling influencers to shape fashion trends and consumer behavior. The present study examines the relationship between influencer engagement and fashion involvement among Generation Z and explores the potential role of thrift-focused influencers in shaping second-hand shopping behaviors. A quantitative survey design was employed using an online questionnaire distributed through Google Forms. Data were collected from 120 respondents aged 16 to 27 years (M = 19.24, SD = 1.89). Two standardized measurement instruments were used: the Consumer Susceptibility to Interpersonal Influence (CSII) scale and the Fashion Clothing Involvement (FCI) scale. Descriptive statistics indicated moderate levels of both influencer engagement (M = 4.44, SD = 0.94) and fashion involvement (M = 4.77, SD = 0.98). Correlation analysis revealed a moderate positive relationship between influencer engagement and fashion involvement (r = .42), while regression analysis indicated that influencer engagement accounted for approximately 18% of the variance in fashion involvement (R² = .18). These findings suggest that social media influencers, particularly thrift influencers, may contribute to increasing Generation Z’s interest in fashion and potentially encourage the adoption of second-hand clothing. The study highlights the growing role of digital influence in shaping sustainable fashion consumption and provides insights for sustainable fashion brands, marketers, and policymakers seeking to promote circular fashion practices.
Keywords	thrift fashion, Generation Z, influencer marketing, sustainable fashion, second-hand clothing, social media influence
Field	Arts > Fashion
Published In	Volume 7, Issue 2, March-April 2026
Published On	2026-03-18

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Thrift-Fluencers and the rise of second-hand fashion: A behavioural Analysis of Gen-Z’s shopping habits

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