The Influence of Green Lifestyle, Price, and Limited Time Scarcity on Thrift Clothing Purchase Decisions in Jayapura City

Abstract

The growing popularity of thrift (second-hand clothing) consumption reflects both economic considerations and an emerging shift toward environmentally conscious and sustainable lifestyles, particularly among urban consumers in Indonesia. This study examines the influence of Green Lifestyle, Price, and Limited Time Scarcity on thrift purchase decisions among consumers in Jayapura City, an underrepresented regional context within Eastern Indonesia. A quantitative approach was employed, with primary data collected from 100 respondents selected through purposive sampling and analyzed using multiple linear regression. The results reveal that Green Lifestyle does not exert a statistically significant effect on Purchase Decision, whereas Price and Limited Time Scarcity both exert a positive and significant effect, with Limited Time Scarcity emerging as the strongest predictor. Simultaneously, the three variables jointly explain 34.0% of the variance in Purchase Decision. These findings suggest that, within the study context, transactional and promotional factors exert a more immediate influence on thrift purchase behavior than environmental attitudes alone, offering theoretical and practical implications for sustainable fashion marketing and thrift retail strategy in regional Indonesian markets.