Fashion Frenzy: How Social Pressures and FOMO Drive Impulse Buying among Youth

The fast fashion industry often targeted youth into taking advantage of their interest in trends and impact of peers and social media.This study examines how consumer behaviour reacts to this phenomenon and social factors prevalent in the fast fashion sector through analysis of Fear of Missing Out (FOMO) along with perceived scarcity, peer pressure and purchase intention influences.Sheer social media promotion and marketing tactics intensify these choices.Fast fashion's unsustainable consumption manifests through purchasing behaviours which create financial challenges and environmental burden and physical deprivation.This research is driven by the fact that FOMO has continued to increase its grip on youth purchasing behaviour, especially in instances where financial constraints cut across the social pressures.Its most significant contribution is to provide a psychological explanation of how FOMO connects the indicators of scarcity and peer pressure with impulsive purchase and thus enhances the knowledge of consumer behaviour in the field of fast fashion and provides some practical implications to prevent irresponsible and unsustainable consumption.