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

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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

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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.

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Keywords: Fast Fashion; Generation Z; Environment Influence; Sustainability; Social Media
Funding: Majelis Diktilitbang PP Muhammadiyah

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Section: Research Article
Language : EN
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