Overconsumption behaviour of Generation Z regarding fast fashion in Indonesia and its environmental impact

This study aims to understand Generation Z's consumption habits concerning fast fashion in Indonesia, specifically focusing on environmental consciousness and sustainability. A descriptive qualitative methodology was employed. The findings indicate that while Generation Z is intensely cognizant of the detrimental effects of fast fashion on the environment, a substantial disparity exists between their values and their actual consumption behaviours (attitude-behaviour gap). Due to the influence of social media and visual culture, most respondents continue to behave impulsively. Respondents expressed interest in sustainable alternatives, including thrifting and eco-friendly products, particularly when endorsed by credible influencers. These Gen Z habits will result in piles of clothing waste, which can disrupt the balance of ecosystems and the environment and lead the global climate change. Water and soil will be easily polluted by synthetic materials and chemicals that are difficult to decompose. The conclusion of this study is the importance of harmony between knowledge and the lifestyle of Gen Z so that they can create a lifestyle that is in harmony with the environment. It is necessary to formulate an identification of Gen Z's lifestyle to live in harmony with nature. Furthermore, a collaborative strategy among industry, government, and public personalities is essential to communicate sustainability messages pertinent to Generation Z's digital lifestyle.