THE FAST FASHION PHENOMENON AMONG GENERATION Z IN BANDUNG: AN ANALYSIS OF SUSTAINABLE PURCHASING INTENTIONS BASED ON COMPULSIVE BUYING BEHAVIOR, ENVIRONMENTAL AWARENESS, AND SOCIAL INFLUENCE

Abstract

Recent research indicates that fast fashion has swiftly become a significant global phenomenon, particularly among Generation Z. This demographic is heavily influenced by digital trends, social media platforms, and a culture that promotes instant consumerism. In Indonesia, this trend is particularly evident in Bandung, a city renowned for its vibrant creative and fashion scene. The current study aims to quantitatively analyze the effects of compulsive buying behavior (CBB), environmental awareness (EA), and social influence (SI) on the sustainable purchasing intentions (SPI) of Generation Z. To achieve this, the researchers employed Partial Least Squares Structural Equation Modeling (PLS-SEM) as their analytical framework. Data was gathered through a series of Likert scale questionnaires, which ranged from 1 to 5, distributed to a sample of 35 respondents aged between 18 and 28 years in Bandung. The findings from the analysis revealed that both environmental awareness (EA) and social influence (SI) have a significant and positive impact on the intentions to make sustainable purchases. In contrast, compulsive buying behavior (CBB) did not exhibit a significant effect on these intentions. These results underscore the notion that, although Generation Z tends to gravitate towards trendy and affordable fashion items, it is their environmental consciousness and the social pressures they experience particularly from social media and influencers that play a crucial role in shaping their sustainable purchasing decisions. This study provides essential insights for stakeholders in the fashion industry and policymakers, suggesting the need for the development of digital education strategies that focus on sustainability. Furthermore, it emphasizes the necessity of social interventions aimed at fostering more responsible and thoughtful consumer behavior. For future research, it is advisable to consider larger sample sizes and longitudinal studies to effectively monitor changes in consumer behavior over time. Ultimately, this research contributes significantly to the understanding of consumer behavior and sustainability within the fast fashion landscape, particularly among young people in developing countries.