Environmental Knowledge, Perceived Value, and Social Influence in Gen Z's Second-Hand Fashion Purchase Intention on TikTok Live Shopping
DOI:
https://doi.org/10.35870/ijmsit.v6i2.8561Keywords:
Environmental knowledge, Perceived value, Social influence, Purchase intention, Second-hand fashion, TikTok Live shoppingAbstract
The fast fashion industry generates substantial environmental harm, contributing roughly 10% of global carbon emissions and more than 92 million tons of textile waste annually, which has encouraged consumers particularly Generation Z to consider second-hand fashion as a more sustainable consumption alternative. Objective: This study analyzes the effect of environmental knowledge, perceived value, and social influence on purchase intention toward second-hand fashion purchased through TikTok Live among Generation Z consumers in Surabaya, Indonesia. A quantitative, explanatory survey design was used with 150 respondents selected through purposive sampling. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) in SmartPLS. Environmental knowledge, perceived value, and social influence each had a positive and significant effect on purchase intention (β = 0.416, 0.357, and 0.323, respectively; t-statistics = 7.218, 5.268, and 4.938; all p = 0.000), jointly explaining 38.4% of the variance in purchase intention (R² = 0.384). Environmental knowledge was the strongest determinant, followed by perceived value and social influence. Consumers' understanding of the environmental consequences of the fashion industry is the primary driver of second-hand fashion purchase intention on TikTok Live, reinforced by the value consumers perceive in the product and support from their social environment. Second-hand fashion sellers are advised to use TikTok Live both as an educational channel on the environmental benefits of second-hand fashion and as a space to emphasize product value and social engagement during livestream sessions.
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