Bargain hunting in the new age- thrift stores as hubs of conscious consumerism (KEY IJP************549)

• Opali Agarwal

Abstract

Thrifting as the practice of buying secondhand clothing and accessories has increased momentum as a sustainable alternative to fast fashion. Thrifting is a reflection of shifting culture toward conscious consumerism and points out the importance of environmental, economic, and creative benefits of lifecycle extension of garments. For instance, in India thrifting integrates traditional practices like reuse and upcycling with modern sustainability goals. This paper is an exploratory study of how thrifting has evolved in India, its cultural resonance, and the potential of reshaping the fashion industry. The qualitative research in this paper looks at the creative, economic, and social dimensions of thrifting and proposes strategies to address challenges such as stigma and market limitations.