Consumer Shift from Fast Fashion to Thrift Fashion: An Application of Goal Framing Theory

Thrift fashion represents the fastest-growing trend on Instagram. Although consumers are still skeptical about thrift, its increasing popularity among young Indian consumers remains under-researched. Thus, this article analyzes the responsible factors shaping consumers’ purchase intention toward Instagram thrift stores. Responses from 206 Instagram thrift store followers were received using a self-administered questionnaire. Structural equation modeling in SPSS AMOS 21 tests the proposed research model. Six factors influencing consumers’ purchase intention were identified after reviewing relevant literature on the topic. Results indicate that the gain goal frame (economic value), hedonic goal frame (perceived concern and hedonic value), and electronic word-of-mouth significantly influence consumers’ purchase decisions. However, the impact of the normative goal frame (environmental concern) and fashion consciousness was insignificant. The findings of this study could help Instagram thrift store owners plan their communication strategies by identifying the motivating and demotivating factors of conscious consumers’ purchase intention. It is the first empirical article to understand the factors influencing the purchase intention of Indian consumers while purchasing from Instagram thrift fashion stores.