Proceedings of the International Conference on Communication and New Media Studies (COMNEWS 2025)

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Sustainable Fashion Intentions: A TPB-Based Study on the Shift from Fast Fashion to Thrift Shopping among Indonesian University Students

Authors
Maria Widyarini1, *, Syayu Zhukhruffa1, Kevin Grahadian1
1Parahyangan Catholic University, Bandung, Indonesia
*Corresponding author. Email: widya@unpar.ac.id
Corresponding Author
Maria Widyarini
Available Online 30 April 2026.
DOI
10.2991/978-2-38476-573-7_22How to use a DOI?
Keywords
Thrift Shopping; Theory of Planned Behavior; Structural Equations Model; University Students; Sustainable Fashion
Abstract

This study aims to investigate the sustainable fashion intention of university students towards fast fashion and thrift shopping in Indonesia. To achieve this goal, the study applied the theory of planned behavior and analysed the data using the structural equation model approach. The study found that only three of the basic elements of the theory of planned behavior models can more effectively explain sustainable fashion intention. The findings suggest that social and cultural influences, environmental awareness, and psychological factors significantly impact thrift shop practice. The results of this study have significant implications for policymakers in Indonesia who seek to promote thrift shopping as part of the sustainable fashion movement among university students. This study can help policymakers articulate strategic plans that prioritize environmental awareness of fashion waste, economic benefits, and social responsibility, starting with university students, thereby emphasizing the practical relevance of the study. However, the study acknowledges that further research is needed to explore potential limitations and areas for improvement in this field.

Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Conference on Communication and New Media Studies (COMNEWS 2025)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
30 April 2026
ISBN
978-2-38476-573-7
ISSN
2352-5398
DOI
10.2991/978-2-38476-573-7_22How to use a DOI?
Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Maria Widyarini
AU  - Syayu Zhukhruffa
AU  - Kevin Grahadian
PY  - 2026
DA  - 2026/04/30
TI  - Sustainable Fashion Intentions: A TPB-Based Study on the Shift from Fast Fashion to Thrift Shopping among Indonesian University Students
BT  - Proceedings of the International Conference on Communication and New Media Studies (COMNEWS 2025)
PB  - Atlantis Press
SP  - 218
EP  - 232
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-573-7_22
DO  - 10.2991/978-2-38476-573-7_22
ID  - Widyarini2026
ER  -