Fashion Thrift dan Konsumsi Berkelanjutan Generasi Z dalam Pengurangan Limbah Tekstil
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Ni Putu Abelia Anjani Putri
*
Universitas Ciputra, Surabaya,
Indonesia
(*) Corresponding Author
Abstract
Pertumbuhan konsumsi fashion yang pesat telah meningkatkan kekhawatiran terhadap lingkungan, terutama akibat siklus hidup pakaian yang semakin singkat, perilaku pembelian yang berlebihan, dan meningkatnya jumlah limbah tekstil. Fashion thrift sering dipandang sebagai alternatif konsumsi yang lebih berkelanjutan karena dapat memperpanjang masa pakai pakaian melalui penggunaan kembali. Namun, kontribusinya yang sebenarnya terhadap pengurangan limbah tekstil masih diperdebatkan, terutama ketika konsumsi thrift didorong oleh tren, harga murah, pengaruh media sosial, dan motif gaya hidup dibandingkan kesadaran lingkungan. Penelitian ini bertujuan untuk menganalisis fashion thrift sebagai praktik konsumsi berkelanjutan di kalangan Generasi Z serta potensinya dalam mengurangi limbah tekstil. Penelitian ini menggunakan pendekatan kualitatif melalui metode studi literatur dengan mensintesis artikel jurnal nasional yang diterbitkan antara tahun 2023 hingga 2026. Literatur yang dipilih dianalisis menggunakan analisis isi dan sintesis tematik, dengan Theory of Planned Behavior, konsumsi berkelanjutan, dan ekonomi sirkular sebagai perspektif analisis utama. Hasil penelitian menunjukkan bahwa minat Generasi Z terhadap fashion thrift dipengaruhi oleh sikap, norma subjektif, persepsi kontrol perilaku, persepsi harga, keunikan produk, ulasan digital, influencer, green marketing, dan identitas sosial. Kebaruan penelitian ini terletak pada posisinya yang kritis bahwa fashion thrift tidak secara otomatis bersifat berkelanjutan, melainkan dampaknya bergantung pada motif pembelian, intensitas penggunaan, perawatan produk, dan apakah pembelian thrift menggantikan pembelian pakaian baru. Penelitian ini berkontribusi pada literatur dengan memposisikan fashion thrift sebagai praktik konsumsi berkelanjutan yang bersifat kondisional dan memerlukan edukasi konsumen, tanggung jawab digital, serta pengelolaan pascakonsumsi agar dapat secara efektif mendukung pengurangan limbah tekstil.
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