DIGITAL INFLUENCE AND SUSTAINABLE CHOICES: SOCIAL MEDIA’S ROLE IN THE ACCEPTANCE OF SECOND-HAND FASHION IN PAKISTAN

Abstract

Fashion serves as a primary tool for individual expression and cultural ethos. While the modern world has opted a "fast fashion" revolution characterized by mass production and rapid disposal, the environmental implications including significant water wastage and carbon emissions have become undeniable. In response, sustainable fashion practices, particularly the consumption of second-hand clothing, have emerged globally as a promising solution to promote a circular economy. However, in the specific context of Pakistan, second-hand clothing has historically been seen with a significant social stigma, often viewed as a symbol of low socioeconomic status. This study investigates the contemporary shift in this perception, exploring how digital platforms and social media influencers are remodeling thrift fashion as a smart, stylish, and responsible choice among the Pakistani youth.

Using a quantitative research design, a survey was conducted among 265 participants, primarily undergraduate students from diverse educational backgrounds in cities such as Gujranwala, Lahore, and Gujrat. The research instrument employed a five-point Likert scale to measure Social Media Marketing Activities, Consumer Trust, Perceived Value (Affordability, Sustainability, Uniqueness), Social Influence, Engagement, and Purchase Intention. Data analysis was performed using SPSS 26, involving Cronbach’s Alpha for reliability ($\alpha = 0.968$), correlation analysis, and multiple regression.

The findings reveal a significant cultural paradigm shift. Regression analysis indicated that Engagement (β = .389), Perceived Value (β = .288), and Social Influence (β = .253) are the strongest predictors of purchase intention (p < .001). Interestingly, traditional marketing and general consumer trust were not significant drivers, suggesting that the "thrift movement" in Pakistan is powered by peer-to-peer engagement and the perceived uniqueness of the items rather than standard corporate-style advertising. The model explained 75.2% of the variance in Purchase Intention (R² = 0.752), demonstrating high predictive validity.

The study concludes that digital platforms particularly Instagram and TikTok are successfully destigmatizing second-hand clothing by associating it with aesthetic creativity and environmental consciousness rather than economic necessity. This research contributes to the limited academic literature on sustainable consumption in South Asia by integrating the Theory of Planned Behavior, Diffusion of Innovation Theory and Social Influence Theory within a unique cultural framework. Practically, the study suggests that thrift entrepreneurs should prioritize high-quality visual aesthetics and influencer collaborations to sustain this. Furthermore, it suggests the policymakers to integrate sustainability into educational curricula and support digital literacy for small-scale thrift entrepreneurs, fostering a more environment friendly fashion landscape in Pakistan.