Thrift fashion among generation z: consumer awareness of thrift fashion among generation z in Sri Lanka

Abstract

Thrift fashion is a relatively new concept in Sri Lanka. However, there is a probability to improve the awareness of second-hand clothing and sustainability. The research objective is to identify characteristics of the thrift fashion market in Sri Lanka and give insight into points of awareness of thrift fashion among Generation Z. This study combined qualitative and quantitative methods. Google surveys and interviews offered broad insights, while additional interviews delved deeper into responses and behaviours. Generation Z in Sri Lanka (born 1995-2010) shows interest in second-hand clothing, reflected in thriving thrift shops. Generation Z is propelling the thrift fashion trend, driven by its focus on sustainability and social responsibility. This trend allows them to showcase their style, discover unique pieces, and build a wardrobe while avoiding the negative impacts of fast fashion and reducing waste. In Sri Lanka, the thrift fashion market stands out for its increasing popularity, affordability, and wide array of clothing options. It emphasises sustainability, offers accessibility through physical and online thrift stores, and collaborates for social impact. Generation Z is highly interested in thrift fashion due to their cost considerations, preference for online shopping, influence of social media, style, brand consciousness, desire for individuality and environmental awareness.