DOI: https://doi.org/10.14710/jil.24.5.1107-1115

Determinants of Impulsive Buying Behavior, Fast Fashion, and the Challenge of Sustainable Consumption (SDG 12) in Generation Z

1Department of Industrial Engineering, Universitas Muhammadiyah Surakarta, Indonesia

2Department of Industrial Engineering, Faculty of Engineering, Muhammadiyah University of Surakarta, Surakarta, Indonesia

3Department of Management, Universitas Muhammadiyah Surakarta, Indonesia

4 Department of Management, Faculty of Economics and Business, Muhammadiyah University of Surakarta, Surakarta, Indonesia

View all affiliations
Received: 2 Mar 2026; Revised: 31 Aug 2026; Accepted: 2 Sep 2026; Available online: 29 Sep 2026; Published: 30 Sep 2026.
Editor(s): Budi Warsito

Citation Format:
Abstract
Impulsive buying has become increasingly prevalent among generation Z, particularly within the fast fashion industry, latest clothing trends at affordable prices and rapid production cycles. Behind this appeal lies a growing tendency toward compulsive consumption buying spontaneously, without rational consideration, and often beyond basic needs. This study aims to explore how impulsive buying in the context of fast fashion influences the consumptive behavior of Generation Z, using a quantitative approach and Structural Equation Modeling Partial Least Squares method. Data were collected from 387 gen Z respondents in Solo Raya region and analyzed using SmartPLS 4.0. The variables examined include lifestyle, environmental influence, and access convenience. The findings reveal that environmental influence and access convenience significantly affect consumptive behavior, while lifestyle and shopping convenience do not show a direct effect. Interestingly, fast fashion does not act as a significant mediating variable in these relationships. These results highlight the dominance of external factors particularly social pressure and digital accessibility in driving impulsive and excessive consumption patterns among Generation Z. The study offers important implications for consumers, industry players, and promoting wiser and more sustainable consumption through digital literacy education and the adoption of more ethical and eco-friendly business strategies.

Note: This article has supplementary file(s).

Fulltext View|Download |  Cover Letter
Cover Letter Arinda Soraya Putri
Subject
Type Cover Letter
  Download (27KB)    Indexing metadata
Email colleagues
Keywords: Fast Fashion; Generation Z; Environment Influence; Sustainability; Social Media
Funding: Majelis Diktilitbang PP Muhammadiyah

Article Metrics:

Article Info
Section: Research Article
Language : EN
Most cited articles
STRATEGI PENGELOLAAN AIR LIMBAH SENTRA UMKM BATIK YANG BERKELANJUTAN DI KABUPATEN SUKOHARJO Menakar Kapasitas Adaptasi Perubahan Iklim Petani Padi Sawah (Kasus Kabupaten Pasuruan Jawa Timur) Daya Dukung Jalur Pendakian Bukit Raya Di Taman Nasional Bukit Baka Raya Kalimantan Barat Strategi Pembangunan Pertanian Berkelanjutan di Pedesaan Berbasis Citra Drone (Studi Kasus Desa Sukadamai Kabupaten Bogor) Analisis Tingkat Kenyamanan Di DKI Jakarta Berdasarkan Indeks THI (Temperature Humidity Index) More cited articles
  1. Aponte, Nadia Olivar, Jesús Hernández Gómez, Vianey Torres Argüelles, and Eric D. Smith. 2024. “Fast Fashion Consumption and Its Environmental Impact: A Literature Review.” Sustainability: Science, Practice, Policy 20. https://doi.org/https://doi.org/10.1080/15487733.2024.2381871
  2. Asante, Isaac Owusu, Yushi Jiang, and Xiao Luo. 2024. “Leveraging Online Omnichannel Commerce to Enhance Consumer Engagement in the Digital Transformation Era.” Journal of Theoretical and Applied Electronic Commerce Research 20 (1): 2. https://doi.org/10.3390/jtaer20010002
  3. Bartkutė, Rasa, Dalia Streimikiene, and Tomas Kačerauskas. 2023. “Between Fast and Sustainable Fashion: The Attitude of Young Lithuanian Designers to the Circular Economy.” Sustainability 15 (13): 9986. https://doi.org/10.3390/su15139986
  4. Chi, Ting, and Yini Chen. 2020. “A Study of Lifestyle Fashion Retailing in China.” Marketing Intelligence & Planning 38 (1): 46–60. https://doi.org/https://doi.org/10.1108/MIP-01-2019-0025
  5. Dahana, Wirawan Dony, Yukihiro Miwa, and Makoto Morisada. 2019. “Linking Lifestyle to Customer LifetimeValue: An Exploratory Study in An Online Fashion Retail Market.” Journal of Business Research 99 (June): 319–31. https://doi.org/https://doi.org/10.1016/j.jbusres.2019.02.049
  6. Dewi, Isti Riana, Rut Jeges Michel, and Dewi Anggun Puspitarini. 2022. “Pengaruh Kualitas Produk Terhadap Loyalitas dengan Mediasi Kepuasan Pelanggan pada Toko Prima Freshmart Cirebon.” JURNAL MANEKSI 11 (1): 314–21. https://doi.org/10.31959/jm.v11i1.1080
  7. Djunaidi, Much, and Ranis Duanda Gunari. 2022. “Analysis of Factors Affecting Consumer Satisfaction Using SEM (Structural Equation Modeling) Method.” OPSI 15 (1): 85. https://doi.org/10.31315/opsi.v15i1.6808
  8. Djunaidi, Much, Hasna Anwar Khairunnisa, Indah Pratiwi, and Etika Muslimah. 2025. “Integration of SQC and TRIZ to Reduce Batik Fabric Defects in Dyeing and Scouring Process at PT. Batik Danar Hadi.” Jurnal Ilmiah Teknik Industri
  9. Gonçalves, Maria José Angélico, Adriana Oliveira, António Abreu, and Anabela Mesquita. 2024. “Social Networks and Digital Influencers in the Online Purchasing Decision Process.” Information 15 (10): 601. https://doi.org/10.3390/info15100601
  10. Hariyono, D. S. 2024. “Gambaran Perilaku Konsumtif Dan Kontrol Diri Pada Generasi Z Yang Berbelanja Online Shop.” Liberosis: Jurnal Psikologi Dan Bimbingan Konseling 4 (2): 1–6. https://doi.org/10.3287/liberosis.v4i3.4679
  11. Hwang, Joohye, Xun Sun, Li Zhao, and Song-yi Youn. 2024. “Sustainable Fashion in New Era: Exploring Consumer Resilience and Goals in the Post-Pandemic.” Sustainability 16 (8): 3140. https://doi.org/10.3390/su16083140
  12. Jose, R. 2024. Fast Fashion, Sustainability, and Tourism. 1–16. https://doi.org/10.54033/icmrv5n3-004
  13. Khairunnisa, I. 2023. “Generasi Z, Pemasaran Sosial Media, Dan Perilaku Pembelian Impulsifnya Pada Produk Fashion.” Management Business Innovation Center 2023, 17–29
  14. Lady, Lady, Shevia Shevia, Fandion Melsen, Lily Purwianti, and ChangBo Liu. 2025. “Exploring Gen-Z Online Fashion Purchase Intention Using SOR Model: The Moderating Role of Gender.” Jurnal Manajemen Bisnis 16 (2): 372–94. https://doi.org/10.18196/mb.v16i2.25591
  15. Li, Mingchao, and Ruchun Deng. 2026. “Consumer Impulse Buying Behavior in The Evolving Marketplace: An Integrated Quantitative and Qualitative Approach.” Journal of Retailing and Consumer Services 89. https://doi.org/https://doi.org/10.1016/j.jretconser.2025.104586
  16. Mcneill, Lisa, and Rebecca Moore. 2015. “Sustainable Fashion Consumption and The Fast Fashion Conundrum: Fashionable Consumers and Attitudes to Sustainability in Clothing Choice.” International Journal of Consumer Studies 39 (3): 212–22
  17. Niinimaki, Kirsi, Greg Peters, Helena Dahlbo, Patsy Perry, Timo Rissanen, and Alison Gwilt. 2020. “The Environmental Price of Fast Fashion.” Nature Reviews Earth & Enviornment, 189–200
  18. Park, Sohyun, and Keumsook Lee. 2021. “Examining the Impact of E-Commerce Growth on the Spatial Distribution of Fashion and Beauty Stores in Seoul.” Sustainability 13 (9): 5185. https://doi.org/10.3390/su13095185
  19. Peleg Mizrachi, Meital, and Alon Tal. 2022. “Regulation for Promoting Sustainable, Fair and Circular Fashion.” Sustainability 14 (1): 502. https://doi.org/10.3390/su14010502
  20. Putri, Arinda Soraya, Adryan Rizky Martin, Eko Setiawan, et al. 2025. “Analyzing The Impact of Disaster-Related Factors on Student Preparedness Using Structural Equation Modelling.” OPSI 18 (1): 189–200. https://doi.org/10.31315/opsi.v18i1.14321
  21. Putri, Shulbi Muthi Sabila Salayan. 2024. “Perilaku Konsumen Masa Kini: Tren Konsumtif Di Era Pasar Global.” Konferensi Nasional Ekonomi, Bisnis Dan Studi Islam 1 (1)
  22. Raden Roro Lia Chairina, M. 2019. “Analisis Manajemen Sumber Daya Manusia (Studi Kasus Kinerja Perawat Rumah Sakit).” Zifatama Jawara
  23. Rizqi Febriandika, Nur, Luthfiyatillah, and Syed Marwan Mujahid Bin Syed Azman. 2025. “Purchase Intention of Millennial Muslims toward B2C E-Commerce.” Innovative Marketing 21 (1): 129–41. https://doi.org/10.21511/im.21(1).2025.11
  24. Rizqi Febriandika, Nur, Alfinna Putri Utami, and Afifah Nur Millatina. 2023. “Online Impulse Buying on TikTok Platform: Evidence from Indonesia.” Innovative Marketing 19 (3): 197–210. https://doi.org/10.21511/im.19(3).2023.17
  25. Saputra, Raihan, and Gevan Naufal Wala. 2024. “Pengaruh Tekanan Sosial Terhadap Perilaku Konsumtif (Study Litareture Review).” Jurnal Komunikasi dan Ilmu Sosial 2 (3)
  26. Sasabone, Luana, Eko Sudarmanto, Yovita Yovita, and Saputra Adiwijaya. 2023. “Pengaruh E-commerce dan Kemudahan Transaksi Terhadap Perubahan Pola Konsumsi Dalam Era Digital Di Indonesia.” Sanskara Ilmu Sosial dan Humaniora 1 (01): 32–42. https://doi.org/10.58812/sish.v1i01.304
  27. Septriawan, Reza. 2024. “Media Sosial Berpengaruh pada Perubahan Perilaku Sosial Remaja Kota Medan di Era Digital.” Jurnal Multidisiplin Sosial dan Humaniora 1 (2): 84–102. https://doi.org/10.70585/jmsh.v1i2.47
  28. Septy, Rosana Nabila, Nur Afifah Eka Mayrawanti, and Nindya Kartika Kusmayati. 2024. “Pengaruh Konsumtif Fast Fashion Dalam Gaya Hidup Berpakaian Gen Z.” Jurnal Penelitian Ilmiah Multidisiplin 8 (3)
  29. Uyun, Linatul, Eliada Herwiyanti, and Laeli Budiarti. 2024. “Dampak Pinjol Pada Generasi Z Dan Generasi Milenial.” Sosio e-Kons 16 (1): 73. https://doi.org/10.30998/sosioekons.v16i1.22041
  30. Widari, Tika, Aliffiati, and Muhammad Indra. 2023. “Fast Fashion: Consumotive Behavior in Fashion Industry Generation Z in Yogyakarta.” IAS Journal of Localities 1 (2). https://doi.org/https://doi.org/10.62033/iasjol.v1i2.18
  31. Wijayanti, Ani. 2021. “Efektivitas Instagram dalam Meningkatkan Minat Kunjungan Wisatawan di Daerah Istimewa Yogyakarta.” Indonesian Journal of Tourism and Leisure 2 (1): 26–39. https://doi.org/10.36256/ijtl.v2i1.138
  32. Wojdyla, Weronika, and Ting Chi. 2024. “Decoding the Fashion Quotient: An Empirical Study of Key Factors Influencing U.S. Generation Z’s Purchase Intention toward Fast Fashion.” Sustainability 16 (12): 5116. https://doi.org/10.3390/su16125116

Last update:

No citation recorded.

Last update: 2026-10-21 08:50:30

No citation recorded.