Consumer Behavior

Understanding the Gen Z Female Consumers’ Thrifting Behavior in Bangladesh

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Abstract

This study uses a qualitative approach to understand how Bangladesh's Gen Z female consumers behave when shopping for second-hand clothing. A purposive sample technique to conduct in-depth interviews was employed. The themes that emerged from the data were organized in a conceptual framework. Four main themes emerged from the data: Thrifting Motivation, Rise of Online Thrifting Platforms, Shift of Perspective, and Challenges. Participants mentioned that apart from price, keeping pace with fast fashion, getting expensive clothes at a cheaper price, and possessing unique/vintage products are the primary motivations for thrifting. With the adoption of fast fashion, Bangladeshi consumers have minimized their embarrassment and stigma and adopted thrifting as an alternative destination to meet their frequent fashion needs. Rather than being secretive about these purchases, consumers now seem to be proud of restyling and cheap clothing, expressing a sense of satisfaction. 

Keywords: Thrifting, Fashion, Gen Z, Consumer Behavior, Secondhand Clothing, Bangladesh

How to Cite:

Mahdi, E., Iqbal, M. & Al Montasir, M., (2025) “Understanding the Gen Z Female Consumers’ Thrifting Behavior in Bangladesh”, International Textile and Apparel Association Annual Conference Proceedings 81(1). doi: https://doi.org/10.31274/itaa.18660