Why Generation Z Still Buy Fast Fashion Although Environmental Awareness is High?

Although they are known as the generation that is aware of the negative impact of fast fashion to environment, Generation Z is also known as the avid consumer of fast fashion. This study found that although as expected the higher the environmental awareness, the more negative attitude toward continuing to purchase fast fashion among Gen Z, however the relationship is not significant. In other words, the existence of environmental awareness is nothing to do with the attitude toward continuing to purchase Fast Fashion. Generation Z keep buying fast fashion because their attitude is positively influenced by the availability of sustainable fashion, trend of fashion and negatively by the function of the fashion itself. The study is held in Jakarta Metropolitan. Using questionnaire distributed to Gen Z and data analysis use PLS SEM version 4, the study aims to understand the behaviour that can help reduce the fast fashion waste among Gen Z.