The Thrift Culture Shift: a comparative study of second-hand shopping behaviors: gen z vs. millennial consumers in the philippines

Abstract

This study explores the thrift shopping behaviors of Generation Z (ages 18–27) and Millennials (ages 28–43) in the Philippines, focusing on their motivations, purchasing decisions, and cultural influences. Data were collected through a survey targeting both generations, revealing significant generational differences. Generation Z, heavily influenced by social media, prioritizes self-expression, sustainability, and the thrill of discovering unique items, shopping more frequently than Millennials. Millennials, while less frequent shoppers, emphasize affordability, practicality, and ethical considerations. Both generations value offline shopping experiences and the affordability of second-hand clothing, which are integral to the cultural and social practice of ukay-ukay in the Philippines.

The findings underscore thrift shopping as both an economic and cultural phenomenon, reflecting the integration of traditional Filipino practices with modern consumer behaviors. Additionally, the study highlights thrift shopping’s role in promoting sustainable consumption and reducing fast fashion’s environmental impact. These insights are relevant beyond the Filipino context, offering a model for leveraging second-hand markets to foster affordability, individuality, and sustainability globally.