Pola Perubahan Perilaku Pembelian: Pergeseran Fast Fashion ke De-Influencing pada Generasi Z

Abstract

The evolution of the digital fashion sector has transformed consumption patterns, particularly among Generation Z. Fast fashion has emerged as a well-known business model characterized by affordable trendy products and extremely rapid production cycles. This phenomenon has triggered more impulsive consumer behavior and a heightened “Fear of Missing Out” (FOMO) among young buyers. However, growing awareness of environmental issues, labor exploitation, and manipulative marketing strategies has given rise to a new phenomenon known as “de-influencing.” This study aims to explore how de-influencing has affected Generation Z’s purchasing behavior, shifting them from fast fashion culture toward more critical and conscious consumption patterns. The study employs a qualitative method by integrating literature review and analyzing various academic articles, journals, and online sources related to consumer behavior, social media, fast fashion, and de-influencing. The findings indicate that social media serves as a dominant factor shaping Generation Z consumer behavior, both through influencer impact and digital platform algorithms. Nevertheless, increasing digital literacy and social awareness encourage Generation Z to question overconsumption culture and place greater value on sustainability, brand transparency, and long-term product utility. The phenomenon of de-influencing represents a form of resistance to consumerist culture while also reflecting this broader behavioral shift.