Clothes Thrifting Purchase Intention among Muslim Students in Bandung: Moderating Role of Legal Awareness and Islamic Consumption Ethics

Rizky Andrean; Rudy Heryana; Muhammad Khoirul Fikri

doi:10.28918/fqq0gs84

Authors

Rizky Andrean Northern University of Malaysia
Rudy Heryana Sunan Gunung Djati State Islamic University Bandung
Muhammad Khoirul Fikri Universitas Islam Negeri K.H. Abdurrahman Wahid Pekalongan

DOI:

https://doi.org/10.28918/fqq0gs84

Abstract

This study examines the determinants of purchase intention toward illegally imported second-hand clothing (clothes thrifting) among Muslim university students in Bandung, Indonesia, with specific attention to the moderating roles of legal awareness and Islamic consumption ethics. Employing a quantitative survey design, data were collected from 216 respondents through purposive sampling and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The study addresses a novel intersection in the literature by testing whether religiously grounded ethical frameworks and regulatory knowledge function as behavioral moderators in the context of a legally prohibited consumer market. The results demonstrate that price, brand image, and lifestyle each exert a significant positive effect on purchase intention toward illegally imported second-hand clothing. Critically, both legal awareness and Islamic consumption ethics significantly weaken these relationships, functioning as normative and ethical constraints on consumer behavior. These findings contribute empirical evidence to the intersecting literatures of consumer behavior, Islamic economics, and regulatory compliance. This study advocates an integrative policy approach that leverages Islamic legal education and ethical literacy to direct consumer behavior toward legitimate and domestically oriented fashion consumption.

Keywords:

Clothes thrifting, purchase intention, Islamic consumption ethics, legal awareness, Muslim students

References

Abdullah, M. A. F., & Febrian, W. D. (2025). Green Marketing Orientation and Gen Z Consumers: Mediation of Green Brand Awareness and Psychological Satisfaction in Sustainable Fashion. Dinasti International Journal of Education Management and Social Science, 7(1), 1–10. https://doi.org/10.38035/dijemss.v7i1.5096

Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T

Andikatama, A. Z., & Turisno, B. E. (2024). Consumer protection law in the digital era. International Journal of Social Science and Human Research, 7(7). https://doi.org/10.47191/ijsshr/v7-i07-03

Cuong, D. T. (2024). Examining how factors consumers’ buying intention of secondhand clothes via theory of planned behavior and stimulus organism response model. Journal of Open Innovation: Technology, Market, and Complexity, 10(4), 100393. https://doi.org/10.1016/j.joitmc.2024.100393

Dharma, I. K. W. (2023). The factors that influence generation z’s purchase intention towards imported secondhand clothes in Indonesia. Journal Integration of Management Studies, 1(2), 136–145. https://doi.org/10.58229/jims.v1i2.91

Fishbein, M., & Ajzen, I. (2010). Predicting and changing behavior: the reasoned action approach. Psychology Press. https://doi.org/10.4324/9780203838020

Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (2nd ed.). SAGE Publications.

Jakarta Globe. (2025, November 5). Thrifting crackdown: Indonesians still need secondhand clothes. https://jakartaglobe.id/business/thrifting-crackdown-indonesians-still-need-secondhand-clothes

Kotler, P., & Armstrong, G. (2018). Principles of marketing (17th ed.). Pearson Education Limited.

Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education Limited.

Kusnawan, R. P., & Rini, Y. P. (2025). The influence of lifestyle, brand image, and consumer behavior mediated by marketing mix on fashion product purchasing decisions. Primanomics: Jurnal Ekonomi Dan Bisnis, 23(2), 179–198. https://doi.org/10.31253/pe.v23i2.3624

Majeed, M. U., Aftab, H., Arslan, A., & Shakeel, Z. (2024). Determining online consumer’s luxury purchase intention: The influence of antecedent factors and the moderating role of brand awareness, perceived risk, and web atmospherics. PLoS ONE, 19(2). https://doi.org/10.1371/journal.pone.0295514

Mannan, M. A. (1987). Islamic economics: theory and practice. Westview Press.

Murtazah, I. B., & Purwanto, S. (2024). Influence of lifestyle, brand image and perception price into purchasing decisions brand Uniqlo in Surabaya City. International Journal of Economy, Education and Entrepreneurship (IJE3), 4(2), 388–397. https://doi.org/10.53067/ije3.v4i2.280

Nomani, F., & Rahnema, A. (1994). Islamic economic systems. Bloomsbury Academic.

Plummer, J. T. (1974). The concept and application of life style segmentation. Journal of Marketing, 38(1), 33–37. https://doi.org/10.2307/1250164

PS Engage. (2025). Indonesia’s crackdown on illegal imported used clothes: what it means for e-commerce and SMEs. https://ps-engage.com/indonesias-crackdown-on-illegal-imported-used-clothes-what-it-means-for-e-commerce-and-smes/

Qardhawi, Y. (2021). Norma dan etika ekonomi Islam. Gema Insani.

Sharma, H., Arya, B., Bisht, V., & Kumar, H. (2025). Fashionably sustainable: extending the theory of planned behavior to predict intentions to purchase second-hand clothes. Frontiers in Sustainability, 6. https://doi.org/10.3389/frsus.2025.1695052

Soekanto, S. (1977). Kesadaran Hukum dan Kepatuhan Hukum. Jurnal Hukum & Pembangunan, 7(6). https://scholarhub.ui.ac.id/jhp/vol7/iss6/6

Tempo. (2025a, August 20). Indonesia’s textile factories face closures, layoffs amid import quota surge. https://en.tempo.co/read/2041309/indonesias-textile-factories-face-closures-layoffs-amid-import-quota-surge

Tempo. (2025b, November 17). Indonesia Intensifies Crackdown on Illegal Second-hand Clothing Imports. https://en.tempo.co/read/2066423/indonesia-intensifies-crackdown-on-illegal-second-hand-clothing-imports

Zhou, Q., Ji, X., Li, N., & Zhou, L. (2025). Consumers’ second-hand clothing purchase intention: integrating TPB, face consciousness and past purchase experience. Frontiers in Psychology, 16. https://doi.org/10.3389/fpsyg.2025.1645116