[CH2] REVIEWER 1

Biana (2020) - RRL

Thrifting in the Philippines started as an economic necessity (informal market) and evolved into a fashion trend, despite stigma from hiya, with digital platforms increasing its acceptance.

Mobarak et al. (2025) - RRL

Thrifted clothing stigma is rooted in poverty, hygiene concerns, and social class, creating fear of judgment and purchase barriers, though social media and Gen Z trends are gradually reducing this stigma.

Kim & Ko (2023) - RRL

Social media content, especially on Instagram, uses visuals, influencers, and authenticity to shape consumer perceptions, increase engagement, and normalize thrift as trendy and sustainable.

Angelica et al. (2025) - RRL

Consumer attitudes toward thrift are shaped by emotional, social, and environmental factors, where social media and peer influence drive acceptance and purchase intention despite existing risks.

Wijayanti et al. (2022) - RRL

Purchase intention is driven by social media and influencers, where Instagram content builds trust, shapes norms, and positions thrift as trendy, increasing consumers’ willingness to buy.

Komalasari et al. (2021) - RRL

Purchase intention strongly predicts actual buying behavior and sales, especially when supported by trust, interactivity, and convenience, converting intention into real purchases.

Anggara et al. (2024) - MOST RELEVANT

On Instagram, content creation and community building significantly boost purchasing decisions, while content sharing and connections do not; appealing content and active communities drive engagement and buying behavior.

Jacobson & Harrison (2021) - MOST RELEVANT

Sustainable fashion influencers balance ethics and monetization, calibrating content to stay authentic while earning income. Influencer type affects strategies, but trust and accountability are key; limited brand budgets drive creative, transparent, value-aligned partnerships.

Oscario (2023) - MOST RELEVANT

Social media transformed second-hand shopping in Indonesia from stigma to a trendy, sustainable lifestyle for Gen Z. Influencers’ authentic content shapes purchase intentions and eco-friendly perceptions, though price, style, and hygiene still affect buying decisions.

Villarente (2024) - MOST RELEVANT

Thrift shopping in the Philippines is more popular among Gen Z, driven by self-expression, uniqueness, and sustainability, while Millennials prioritize affordability and practicality. Offline ukay-ukay is preferred, but social media strongly shapes Gen Z behavior, showing culture, social influence, and sustainability drive thrift as a lifestyle.

Wijayanto & Fajri (2024) - MOST RELEVANT

Social media marketing significantly boosts buying interest in fashion thrift products among university students, with brand image mediating the effect. Effective campaigns on Instagram and TikTok enhance engagement and brand perception, increasing purchase motivation and driving thrift product consumption.