THRIFT STORES AS ENVIRONMENTAL SOLUTION: MOTIVATORS OF BUYERS AND DONORS

Abstract

This study seeks to uncover the primary drivers influencing thrift shop buyers and donors. With the growing urgency surrounding waste management, thrift stores offer a promising solution for reimagining the fate of used goods and promoting sustainable consumption. Despite the limited existing research on the motivational factors underlying thrift shop involvement, preliminary investigations suggest a range of incentives, including economic considerations, support for social causes, the excitement of discovery, acquisition of unique items, personal gratification, and environmental consciousness. Employing a mixed-methods approach, this study collected data through 300 questionnaires administered to Lithuanian thrift shop consumers and donors. Further insights were gained through in-depth interviews with three thrift shop proprietors, each representing a different operational scale. The findings revealed that thrift shop buyers are primarily motivated by cost-effectiveness, the allure of distinctive merchandise, and the thrill of exploration.

Conversely, donors are primarily driven by altruism, aiding the less fortunate and promoting resource reuse. Strikingly, environmental sustainability emerged as a secondary motivator, indicating an area with untapped potential. It is evident from the study that thrift stores should strategically align with these identified motivators by managing pricing strategies, curating product offerings, and amplifying their societal contributions. Given the unexpectedly lower emphasis on sustainability, there is an exigent need for heightened public awareness and strategic communication efforts to position thrift stores as a pivotal solution for advancing environmental responsibility.