The dynamics of fast fashion consumption among Indonesian youth and its socio-ecological sustainability implications

Abstract

Background: The fast fashion phenomenon has intensified patterns of overconsumption, particularly among younger generations, driven by advertising, rapidly shifting styles, and social media influence. In Indonesia, high social media penetration significantly shapes lifestyle preferences and encourages impulsive purchasing behaviors. While the environmental and social impacts of fast fashion have been widely studied globally, comprehensive research linking industrial dynamics, digital culture, and youth consumer behavior within Indonesia's socio-ecological context remains limited. This study aims to identify consumption patterns and purchase drivers among digitally active young consumers, assess the social and environmental consequences of accelerated clothing turnover, and explore community-based and circular economy strategies that could support more responsible consumption. Methods: A convergent mixed-methods design was adopted, integrating the Triple Bottom Line (TBL), Theory of Planned Behavior (TPB), and Value-Belief-Norm (VBN) frameworks. A questionnaire survey (N = 412) measured attitudes, subjective norms, perceived behavioral control, awareness of consequences, responsibility attribution, and purchase intention among respondents aged 17–30. This was complemented by ten semi-structured interviews with sustainable fashion practitioners, designers, and engaged young consumers, analyzed thematically alongside descriptive and inferential statistical analysis of the survey data. Findings: Approximately 76% of respondents had purchased fast fashion at least once in the past two months, driven largely by affordability and digital trend exposure (±64%). A substantial attitude–behavior gap emerged: while 71% acknowledged environmental impacts, only 29% consistently considered sustainability in purchases. Purchase frequency was higher among women, while quality and brand sensitivity were more pronounced among higher-income respondents. Qualitative findings revealed ecological awareness that remains largely cognitive, social-digital pressures normalizing impulsive buying, and structural barriers inhibiting sustainable switching. Conclusion: Fast-fashion practices, digital culture, and individual values jointly shape consumption outcomes, indicating that policy, industry practices, and digital-platform interventions are needed alongside consumer education to catalyze socio-ecological transitions in Indonesia's fashion system. Novelty/Originality of this article: This study integrates macro-level industry analysis through the Triple Bottom Line with micro-level consumer psychology through TPB and VBN, offering contextualized insight into fast fashion consumption within Indonesia's digitally mediated youth culture.