ABSTRACT
In India, textile waste accounts for 8.5% of the global total, with most of it ending up in landfills (Indian Textile Journal 2023). Thrifting, or the purchase of second-hand clothing, has been recognized as an effective strategy to mitigate the environmental consequences of fast fashion. Over the past few years, thrifting has evolved from a budget-friendly practice to a lifestyle choice that reflects identity, values, and environmental consciousness. This study explores what drives young adults in India to thrift by applying the Stimulus-Organism-Response (S-O-R) theory as a framework. It analyzes how external factors—social norms and functionality (stimuli)—interact with internal psychological factors—environmental concern and mindful consumption (organisms)—to influence thrifting behaviour (response). Data were collected from 185 young adults, revealing that social influence, environmental values, and mindful consumption strongly shape thrifting behaviour. The findings also highlight that practical functionality didn't significantly impact the individual's choice of thrifting. These findings help us understand what motivates young adults to make sustainable fashion choices today.
