ITAA - KSCT Joint Symposium

Why Gen Z Shops for Thrift: From Anxiety to Coping Mechanisms, Vicarious Nostalgia, Eco-Consciousness, and Emotional Venting 

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Abstract

This study examines Gen Z’s life stress, anxiety, and coping mechanisms to understand how these factors influence their intention to engage in clothes thrifting. Based on Consumer Coping Theory (CCT), the research focuses on three coping strategies: approach (eco-consciousness), avoidance (vicarious nostalgia), and emotion-focused (emotional venting). A total of 420 usable responses were collected via Prolific. The PLS-SEM results indicate that Gen Z’s anxiety drives gratification consumption through these coping mechanisms, which in turn increases their intention to thrift. The study offers a novel framework to examine Gen Z’s thrifting through the lens of anxiety-alleviating mechanisms, and retailers can develop resonant messaging, create emotionally engaging campaigns, and design retail experiences that align with Gen Z’s values and mental wellness needs. Understanding these coping mechanisms enables marketers to design promotional strategies that acknowledge Gen Z’s challenges while positioning thrifting as a positive, restorative, and meaningful experience. 

Keywords: Gen Z, thrift consumption, coping strategy, nostalgia, emotion venting

How to Cite:

Hwang, J., Tung, T. & Zhang, R., (2025) “Why Gen Z Shops for Thrift: From Anxiety to Coping Mechanisms, Vicarious Nostalgia, Eco-Consciousness, and Emotional Venting ”, International Textile and Apparel Association Annual Conference Proceedings 82(1). doi: https://doi.org/10.31274/itaa.21776