Sociopsychological factors driving secondhand clothing consumption through social media platforms among young adults / Ciara Coleen M. Cordis ; Ana Katrina P. De Jesus, adviser

Date

3-2023

Degree

Bachelor of Arts in Communication Arts

College

College of Arts and Sciences (CAS)

Adviser/Committee Chair

Ana Katrina P. De Jesus

Abstract

Secondhand clothing consumption through social media platforms has had a rapid growth in the Philippines during the past few years, particularly post-pandemic. This led to a market of consumers forming a community with shared attitudes and practices, while participating in goods exchange through social media. With this phenomenon still left relatively unexplored, the study sought to identify the sociopsychological factors driving consumers to purchase secondhand clothing through the social media platforms Instagram and Facebook. To satisfy this query, literature search and interviews were conducted to identify prospective sociopsychological factors on secondhand clothing consumption motivators. Serving as a framework to this study is Fishbein and Ajzen's theory of reasoned action. A survey was then conducted to measure each of the factors' significance through Spearman's rank correlation. The study found that several sociopsychological factors, namely, uniqueness, trendiness, value consciousness, sustainability consciousness, and nostalgia, have a significant relationship with attitude towards secondhand clothing consumption through social media. Moreover, attitude and subjective norms were also found to be significantly related to secondhand clothing consumption through social media. Findings suggest that other motivators, such as consumer-seller relationship, convenience, size availability, and leisure can also influence attitude. Exploring these motivating factors and utilizing a probability sampling method warrants further research.

Language

English

LC Subject

Secondhand trade -- Social aspects -- Philippines, Secondhand trade -- Psychological aspects -- Philippines, Used clothing industry -- Philippines

Location

UPLB Main Library Special Collections Section (USCS)

Call Number

LG 993.5 2023 M3 C67

Document Type

Thesis

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