THRIFTING AS SLOW FASHION? A DISCOURSE ANALYSIS OF SUSTAINABLE FASHION THROUGH TIKTOK CONTENTS

This study explores how TikTok influences the thrifting trend among Indonesian youth and whether it promotes sustainability or fashion- driven behavior. Using a mixed-methods approach, 100 videos were analyzed with the SHIFT framework and Elaboration Likelihood Model (ELM). Findings show thrifting is mostly promoted through peripheral appeals— aesthetics, affordability, and influencer trends— rather than sustainability education. Though rarely focused on environmental impact, TikTok helps normalize thrifting by linking it to identity and lifestyle, showing its power to shape behavior through cultural relevance over rational messaging.