Driving Thrifting Purchase Intention Through Content Marketing and Consumer Attitude: A Mediating Role Approach

Abstract

The rapid growth of digital marketing and the increasing popularity of thrifting products have changed the way consumers make purchasing decisions. Although previous studies have widely examined the influence of content marketing on consumer behavior, limited research has specifically investigated its effect on purchase intention toward thrifting products, particularly through the mediating role of consumer attitude among Generation Z consumers. Therefore, this study aims to examine the effect of content marketing on purchase intention with consumer attitude as a mediating variable in the context of thrifting products. A quantitative approach was employed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). Data were collected through an online questionnaire distributed via social media platforms, resulting in 100 valid responses from Generation Z consumers. The findings reveal that content marketing has a significant positive effect on consumer attitude and purchase intention. Furthermore, consumer attitude significantly influences purchase intention and mediates the relationship between content marketing and purchase intention. The R-square values indicate moderate explanatory power, with 0.57 for consumer attitude and 0.68 for purchase intention. This study contributes to the literature by extending the understanding of the psychological mechanism through which content marketing influences purchase intention in the context of sustainable fashion consumption. The findings also provide practical implications for marketers in designing engaging, informative, and credible digital content to strengthen consumer attitudes and encourage purchase intention toward thrifting products.