The Projected Images of a Thrift Store Chain in Japan: A Study of Online Interview Materials

Introduction

When consumers want to cut expenses, many turn to thrifty or frugal shopping at clearance and closing sales and in second-hand stores (Civi & Jolliffe, 2013; Steward, 2020). When they want to actively participate in environment protection and sustainable development movements, customers choose thrifty or frugal shopping (Gatersleben, Murtagh, Cherry, & Watkins, 2019; Zwarthoed, 2015). When the hedonic values of finding and expressing a vintage or green look are appreciated, customers also adopt thrifty or frugal shopping (Chancellor & Lyubomirsky, 2014; Steward, 2020; Yan, Bae, & Xu, 2015). Thus, thriftiness or frugality have become certain distinct ways of living or lifestyles (Chancellor & Lyubomirsky, 2014; Gatersleben, Murtagh, Cherry, & Watkins, 2019; Podkalicka & Potts, 2014).

Both thrifty and frugal consumers are aware of spending less in order to increase resource consumption efficiency and autonomy, and to reduce indebtedness (Chancellor & Lyubomirsky, 2011; Gatersleben, Murtagh, Cherry, & Watkins, 2019). Although some of these consumers are constrained or facilitated by economic conditions, others believe that the long-term practice of thrifty and frugal consumption will help lead them to a happier life (Anderson & Nevitte, 2006; Bardhi, 2003; Chancellor & Lyubomirsky, 2014; Corral-Verdugo, Mireles-Acosta, Tapia-Fonhiem, & Fraijo-Sing, 2011; Okulicz-Kozaryn, Nash, & Tursi, 2015; Yan, Bae, & Xu, 2015). However, thrifty consumers differ from frugal consumers in several important points (Evans, 2011). First, the former spend less in order to save household economic resources for other family members and friends; the objects of the latter might be distant strangers. Second, thrifty consumers have a high level of consumption, which is opposite to frugal consumers. Third, thrifty practices possibly involve the use of less sustainable goods, while the buying patterns of frugal practices are the reverse. Fourth, while the former are dependent on economic circumstances, the latter are not. Nevertheless, in both cases, thrifty and frugal consumers are strongly directed by their own intrinsic values, for example, little interest in material goods, social status, and brand name products, and strong independence (Chancellor & Lyubomirsky, 2011; Goldsmith, Flynn, & Clark, 2014; Park, Kwon, Zaman, & Song, 2020). Neither group is much affected by religious values (Brinkerhoff & Jacob, 1987; Yeniaras & Akarsu, 2017). In addition, frugal consumers might become less frugal (i.e., spend more money) when they shop with close friends who are heavy spenders (Lee, 2016).