Consumer Buying Behavior: A Comparative Analysis of Thrifted and Branded Items

Abstract

This study examined the consumer buying behavior of residents of San Isidro, Nueva Ecija toward thrifted and branded items by identifying their profile, purchasing influences, perceptions, challenges, and possible marketing strategies aligned with consumer preferences. The study was conceptually grounded in consumer buying behavior, focusing on economic, social, psychological, demographic, and lifestyle-related factors. A descriptive quantitative research design was used, with data gathered from 110 respondents through an electronic survey questionnaire administered via Google Forms. Frequency, percentage, mean, and weighted mean were used to analyze the data. Findings showed that most respondents were 18–25 years old, female, students, and had a monthly income or allowance below PHP 5,000. Quality assurance and personal preferences and lifestyle both obtained the highest overall weighted mean of 3.28, interpreted as Strongly Agree, indicating that consumers prioritize product quality, personal style, values, and identity when choosing between thrifted and branded items. Price sensitivity, quality and value, sustainability, affordability, trust, authenticity, condition, and shopping convenience were also important considerations. Shopping convenience and availability emerged as the highest challenge-related factor, followed by product authenticity and condition concerns. The study concludes that consumers are increasingly guided by affordability, quality, sustainability, self-expression, and convenience rather than brand preference alone. It supports SDG 12 on responsible consumption and production, SDG 8 on decent work and economic growth, and SDG 9 on industry, innovation, and infrastructure. Its sustainability impact lies in promoting environmentally responsible consumption, practical consumer decision-making, and improved marketing strategies for thrifted and branded retail markets.