Fenomena Thrifting dari Perspektif Gen-Z Indonesia: Pendekatan Metode Campuran.

This study explores the factors influencing sustainable fashion behavior among Indonesian Gen Z, focusing on the roles of environmental knowledge (EK), environmental attitude (EA), and slow fashion behavior (SFB). The rapid expansion of fast fashion has created significant environmental and social challenges, such as increased waste and unsustainable production. Understanding the drivers behind sustainable fashion behavior is critical to promoting eco-friendly consumption patterns in younger generations. This research employs a mixed-method approach, integrating quantitative data and qualitative insights from focus group discussions (FGDs), to provide a comprehensive view of how environmental knowledge and attitudes shape sustainable fashion behavior. It is one of the first studies to apply the Knowledge-Attitude-Behavior (K-A-B) Model in the context of sustainable fashion in Indonesia. The quantitative results show that environmental knowledge and attitude jointly influence sustainable fashion purchase intention (R² = 0.514), which in turn impacts sustainable fashion behavior (R² = 0.501). Qualitative findings from FGDs highlight a preference for sustainable fashion due to its durability and environmental benefits. The study emphasizes the importance of enhancing environmental education and promoting sustainable fashion practices to encourage responsible consumption. These findings offer valuable insights for policymakers, educators, and the fashion industry in fostering sustainable consumption patterns. [ABSTRACT FROM AUTHOR]