The Transformation of Second-Hand Clothes Shopping as Popular Sustainable Lifestyle in Social Media Era

Creative Advertising Program, Visual Communication Design Department, School of Design, Bina Nusantara University, Jakarta, Indonesia 11480

^* Corresponding author: aoscario@binus.edu

Abstract

People's forced habit changes as a result of the epidemic have created a possibility for long-term human progress. The use of second-hand clothing, also known as "cimol," "awul-awul," "burjer," "babebo," and other terms, as well as other controversial local cultures, really promote sustainable living in Indonesia. However, because of their connection to poverty, these were traditionally avoided. For Gen Z, used clothing has been socially constructed as a new reality in large part thanks to social media. In order to understand how Gen Z's awareness and consideration of used clothing affects their purchase choices, this study combines qualitative and quantitative methodologies. Before purchasing used clothing, Gen Z considers sustainability, fashion style, pricing, and sanitation. Social media influencers externalize the qualities of used clothing, therefore it's crucial to express them symbolically to appeal to Gen Z's wants. Without lecturing Gen Z on what to do, but rather by presenting their own personal experiences and viewpoints, this study offers as a lesson on how to deconstruct an unpopular local culture and socially reconstruct it into a popular culture that encourages a harmonious interaction between humans and nature.