Fenomena Thrifting dari Perspektif Gen-Z Indonesia: Pendekatan Metode Campuran
DOI:
https://doi.org/10.38035/jmpis.v5i6.2982Keywords:
Mode Berkelanjutan, Pengetahuan Lingkungan, Model K-A-B, Gen ZAbstract
Penelitian ini bertujuan untuk menganalisis faktor-faktor yang memengaruhi perilaku fashion berkelanjutan di kalangan Gen Z Indonesia, dengan fokus pada peran pengetahuan lingkungan (EK), sikap lingkungan (EA), niat pembelian fashion berkelanjutan (SFPI), dan perilaku fashion berkelanjutan (SFB). Pertumbuhan pesat fast fashion telah menimbulkan tantangan lingkungan dan sosial yang signifikan, termasuk peningkatan limbah dan praktik produksi yang tidak berkelanjutan. Oleh karena itu, pemahaman terkait faktor pendorong perilaku fashion berkelanjutan menjadi sangat penting untuk mendorong pola konsumsi yang lebih ramah lingkungan di kalangan generasi muda. Penelitian ini menggunakan pendekatan metode campuran (mixed-method) dengan menggabungkan data kuantitatif dan wawasan kualitatif dari diskusi kelompok terarah (FGD). Hasil penelitian kuantitatif menunjukkan bahwa pengetahuan dan sikap lingkungan secara kolektif memengaruhi niat pembelian fashion berkelanjutan (R² = 0,514) dan perilaku fashion berkelanjutan (R² = 0,501). Temuan kualitatif dari FGD menunjukkan bahwa partisipan memahami perbedaan antara fast fashion dan fashion berkelanjutan, dengan preferensi pada fashion berkelanjutan karena durabilitas dan manfaat lingkungannya. Penelitian ini menegaskan pentingnya pengetahuan dan sikap lingkungan dalam membentuk perilaku fashion berkelanjutan. Peningkatan edukasi lingkungan dan promosi praktik fashion berkelanjutan dapat memengaruhi niat dan perilaku pembelian. Temuan ini memiliki implikasi penting bagi pembuat kebijakan, pendidik, dan industri fashion dalam mendorong pola konsumsi berkelanjutan.
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