Thrifting Lifestyle: Exploring Urban Consumers' Intentions and Attitudes toward Preloved Branded Goods

This study aims to analyze consumer behavior in purchasing preloved branded goods using the Theory of Planned Behavior (TPB) approach. This study was conducted through in-depth interviews with ten respondents with diverse age, gender, and domicile backgrounds in Bali. The interview results indicate that respondents' attitudes toward purchasing preloved goods are generally very positive, driven by considerations of more affordable prices, good quality, and the uniqueness or vintage value of the product. Subjective norms have varying influences; some respondents stated that their social environment is supportive or neutral towards this behavior, while others said they are not too influenced by the opinions of others. Perceived behavioral control is dominated by ease of access through social media and online platforms, although challenges such as quality uncertainty, limited sizes, and the risk of counterfeit goods remain obstacles. Behavioral intention to continue purchasing preloved goods in the future is very strong among almost all respondents, especially for the clothing, bags, shoes, and accessories categories. The main factors influencing purchasing decisions are price, seller reputation, and ease of transaction. Social media plays a crucial role in promotion, information seeking, and building consumer trust. These findings indicate that the TPB can explain consumer behavior in purchasing preloved branded goods, with positive attitudes and high behavioral control as dominant factors, while subjective norms play a lesser role. This study recommends marketing strategies that emphasize economic aspects, product uniqueness, and consumer education to support the growth of the sustainable fashion market.