AUTHOR: Syayu Zhukruffa, Maria Widyarini, Kevin Grahadian
PUBLISHED IN: Volume 5 Issue 2
KEYWORDS: Sustainability, Sustainability Communication, Thrift Shop, Sustainable Fashion, Consumer Brand Identification.
ABSTRACT
Thrift shopping has become very popular in Indonesia; however, its market positioning generally focuses on low prices instead of long-term benefits. This research investigates the potential of Consumer Brand Identification (CBI) to rebrand secondhand shops as catalysts for sustainable fashion revolution. A narrative literature review was performed, with data systematically gathered from Emerald Insight and Google Scholar. The search yielded 92 pertinent papers, subsequently refined to peer-reviewed research and thematically organized into six thematic categories of CBI: CBI theory, sustainable fashion, consumer behavior, sustainability communication, circular economy, and regional perspectives. The summary indicates that the majority of current research concentrates on consumer behavior, elucidating reasons, obstacles, and generational disparities in the adoption of second-hand fashion. Nonetheless, there exists a paucity of studies focusing on sustainability communication, despite its pivotal function in converting sustainability values into identity-centric narratives. The results show that CBI is a powerful theoretical framework for turning thrift shopping into a way to show who you are, especially among Gen Z and online networks. The study indicates that integrating sustainability into brand marketing can bolster consumer trust, loyalty, and advocacy, establishing secondhand shops as facilitators of circular consumption and sustainable fashion in Indonesia.
DOI: https://doi.org/10.65194/IJBI-2025-1008
