[CH2] REVIEWER 2

Social Construction of Reality Theory (Berger & Luckmann, 1966)

Reality is socially constructed through interactions, shaping how people perceive and interpret concepts like thrifted clothing.

Externalization

Reality begins with content creation—Instagram posts (videos, images) present thrifted clothing as stylish, sustainable, and authentic.

Objectification

Repeated content sharing makes thrifted clothing socially accepted, shifting perception from stigma → trendy norm.

Internalization

Consumers adopt new meanings, integrating thrift into their beliefs, attitudes, and buying behavior.

How does this theory apply to the study?

It explains how Instagram content reshapes attitudes toward thrifted clothing.

What is the role of Instagram in this theory?

It acts as a platform where meanings about thrift fashion are created and reinforced.

Consumption Values Theory (Jagdish Sheth et al., 1991)

Consumers’ purchase decisions are guided by multiple value dimensions—emotional, social, epistemic, functional, and conditional—which shape attitudes and purchase intentions.

Emotional Value

Emotional responses (e.g., humor, stories, pride) from Instagram posts trigger positive feelings toward thrifted clothing, enhancing engagement and purchase intention.

Social Value

Socially shared thrifted clothing content builds status, belonging, and social recognition, especially through influencer endorsements and peer engagement.

Epistemic Value

Instagram content satisfies curiosity and novelty, providing informative and credible knowledge that reduces stigma and increases rational motivation to thrift.

Environmental Value

Sustainability-focused content highlights ethical and eco-friendly behavior, fostering positive attitudes and purchase intention through responsible consumption.

How does Instagram content relate to these values?

It triggers emotional, social, informational, and sustainability responses in consumers.

What is the first objective?

To determine how product qualities affect consumer attitudes.

What is the second objective?

To examine how humor influences consumer attitudes.

What is the third objective?

To analyze how informational content affects consumer attitudes.

What is the fourth objective?

To assess how authenticity shapes consumer attitudes.

What is the fifth objective?

To evaluate how sustainability content influences consumer attitudes.

What is the sixth objective?

To determine how consumer attitudes affect purchase intention.

What is the seventh objective?

To evaluate how purchase intention affects online purchase of thrifted RTW clothing.

What does H1 state?

Product qualities significantly affect consumer attitudes.

What does H2 state?

Humor positively influences consumer attitudes.

What does H3 state?

Informational content significantly affects consumer attitudes.

What does H4 state?

Authenticity positively shapes consumer attitudes.

What does H5 state?

Sustainability content positively influences consumer attitudes.

What does H6 state?

Consumer attitudes significantly influence purchase intention.

What are the independent variables?

Product qualities, humor, authenticity, informational value, and sustainability.

What do the independent variables represent?

Different dimensions of Instagram content consumers are exposed to.

What is the mediating variable?

Consumer attitude toward thrifted clothing.

Why is consumer attitude important?

It acts as the psychological link between content and purchase intention.

What is the dependent variable?

Purchase intention toward thrifted clothing.

How does the framework explain behavior?

Instagram content influences attitudes, which then influence purchase intention.

What role does Instagram play?

It acts as a platform that delivers content shaping perceptions and behavior.

What is the overall process in the framework?

Content → Consumer Attitude → Purchase Intention.