The Phenomenon of Fast Fashion in Generation Z and The Impacts on Environment
DOI:
https://doi.org/10.55606/ijemr.v5i2.799Keywords:
Earth, Environment Impact, Fast Fashion, Generation Z, SLRAbstract
Environmental pollution has now become a global issue affecting all countries. The fashion industry is one of the largest polluters on Earth. Rapid production processes and a disregard for environmental sustainability have led to environmental damage due to waste generated from the production process, such as liquid waste, air pollution, unsold products, and even global warming.Research purposes :This study aims to analyze the behavior of generation Z towards fast fashion products and the level of knowledge and awareness of generation Z regarding its impact on the environment.research methods :This research uses a literature review (SLR) method, which systematically analyzes various literature reviews sourced from previous studies on the topic. The SLR method is a systematic and structured research method for collecting, evaluating, and synthesizing all relevant information and research evidence regarding a topic or research question.summary of results: The research results show that many factors influence consumer behavior in making purchasing decisions. These factors can be both internal and external. For Generation Z, these decisions can be influenced or derived from digital media in the form of green product campaigns, as Generation Z is at the forefront of efforts to raise awareness of the environmental impacts of the fast fashion industry. However, educational and collaborative support and intervention are needed from all parties, including the government, higher education, and the fashion industry, to build environmental awareness and encourage sustainable consumption practices among Generation Z
References
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T
Bartkutė, R., Streimikiene, D., & Kačerauskas, T. (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
Bick, R., Halsey, E., & Ekenga, C. C. (2018). The global environmental injustice of fast fashion. Environmental Health, 17(1), 92. https://doi.org/10.1186/s12940-018-0433-7
Ciasullo, M. V., Maione, G., Torre, C., & Troisi, O. (2022). Sustainable consumption in fashion: The role of consumers' attitudes and knowledge toward circular economy. Business Strategy and the Environment, 31(1), 1–13. https://doi.org/10.1002/bse.2846
Ellen MacArthur Foundation. (2017). A new textiles economy: Redesigning fashion's future. Ellen MacArthur Foundation. https://ellenmacarthurfoundation.org
Gazzola, P., Pavione, E., Pezzetti, R., & Grechi, D. (2020). Trends in the fashion industry: The perception of sustainability and circular economy: A gender/generation quantitative approach. https://doi.org/10.3390/su12072809
Gazzola, P., Pavione, E., Pezzetti, R., & Grechi, D. (2020). Trends in the fashion industry. The perception of sustainability and circular economy: A gender/generation quantitative approach. Sustainability, 12(7), 2809. https://doi.org/10.3390/su12072809
Hassan, L.M., & Rahman, M. (2021). The role of green perceived value in sustainable fashion consumption among Generation Z. Journal of Fashion Marketing and Management, 25(4), 563–580. https://doi.org/10.1108/JFMM-07-2020-0126
Jimenez-Fernandez, A., Aramendia-Muneta, M. E., & Alzate, M. (2023). Consumers' awareness and attitudes in circular fashion. Cleaner and Responsible Consumption, 11, 100144. https://doi.org/10.1016/j.clrc.2023.100144
Ki, C. W., Park, S., & Ha-Brookshire, J. E. (2021). Toward a circular economy: Understanding consumers' moral stance on corporations' and individuals' responsibilities in creating a circular fashion economy. Business Strategy and the Environment, 30(2), 1121–1135. https://doi.org/10.1002/bse.2675
Kim, H., Kim, S., & Kim, J. (2022). Eco-conscious consumption behavior of Generation Z consumers: Exploring the role of social influence and self-identity. Sustainability, 14(10), 5924. https://doi.org/10.3390/su14105924
KLHK. (2022). Ministry of Environment and Forestry Performance Report 2022. Ministry of Environment and Forestry of the Republic of Indonesia.
Kozlowski, A., Bardecki, M., & Searcy, C. (2019). Environmental impacts in the fashion industry: A life-cycle and stakeholder framework. Journal of Corporate Citizenship, 2019(73), 1–19. https://doi.org/10.9774/GLEAF.4700.2019.ma.00002
McNeill, L., & Moore, R. (2015). Sustainable fashion consumption and the fast fashion conundrum: Fashionable consumers and attitudes towards sustainability in clothing choice. International Journal of Consumer Studies, 39(3), 212–222. https://doi.org/10.1111/ijcs.12169
Mohsen, M. Y., Abdel-Rahman, M. A., Hassan, M. S., & Galahom, A. A. (2021). Investigating the possible advantages of using LM bonded gap instead of helium in Ap-1000 nuclear power reactor. Nuclear Engineering and Design, 380, 111302. https://doi.org/10.1016/j.nucengdes.2021.111302
Niinimäki, K., Peters, G., Dahlbo, H., Perry, P., Rissanen, T., & Gwilt, A. (2020). The environmental price of fast fashion. Nature Reviews Earth & Environment, 1(4), 189–200. https://doi.org/10.1038/s43017-020-0039-9
Niinimäki, K., Peters, G., Dahlbo, H., Perry, P., Rissanen, T., & Gwilt, A. (2020). The environmental price of fast fashion. Nature Reviews Earth & Environment, 1(4), 189–200. https://doi.org/10.1038/s43017-020-0039-9
Park, H., & Lin, L. M. (2020). Exploring attitude-behavior gap in sustainable fashion consumption: Insights from Generation Z consumers. International Journal of Consumer Studies, 44(4), 280–292. https://doi.org/10.1111/ijcs.12580
Puspasari, D. (2023). Pengaruh desain logo dan nama merek terhadap brand image Mixue (Studi kasus pada mahasiswa STIE Wibawa Karta Raharja). Aliansi: Jurnal Manajemen dan Bisnis, 18, 41–48. https://doi.org/10.46975/aliansi.v18i1.463
Rahmawati, D., & Puspitasari, D. (2023). Environmental awareness and sustainable behavior among Indonesian students in fashion consumption. Journal of Environmental Education Research, 28(2), 45–59. https://doi.org/10.1080/13504622.2023.1180
Seuring, S., & Müller, M. (2008). From a literature review to a conceptual framework for sustainable supply chain management. Journal of Cleaner Production, 16(15), 1699–1710. https://doi.org/10.1016/j.jclepro.2008.04.020
Son, S. Y., Hur, H., Hyung, W. J., Park, Y. K., Lee, H. J., An, J. Y., ... & Seo, K. W. (2022). Laparoscopic vs open distal gastrectomy for locally advanced gastric cancer: 5-year outcomes of the KLASS-02 randomized clinical trial. JAMA Surgery, 157(10), 879–886. https://doi.org/10.1001/jamasurg.2022.2749
Testa, F., & Iraldo, F. (2010). Shadows and lights of GSCM: Determinants and effects of these practices based on a multinational study. Journal of Cleaner Production, 18(10-11), 953–962. https://doi.org/10.1016/j.jclepro.2010.03.005
Wiederhold, M., & Martinez, L. (2018). Ethical consumer behavior in Germany: The attitude-behavior gap in the green apparel industry. International Journal of Consumer Studies, 42(4), 419–429. https://doi.org/10.1111/ijcs.12435
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 International Journal of Economics and Management Research
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
