Sustainable consumption is increasingly disrupted by impulsive buying behavior, frequently influenced by digital stimuli and leading to Fear of Missing Out (FoMO). Nonetheless, FoMO is not exclusively detrimental, as it can also influence brand passion through its dual characteristics of being both harmonious and obsessive. In the present study, the influence of FoMO on Harmonious and Obsessive Brand Passion was examined. The latter influences impulsive purchasing behavior which affects sustainable consumption and environmental sustainability. Data collected from 243 Millennial and Gen Z fashion consumers in Indonesia, showed that the biggest impact of Obsessive Brand Passion is on impulsive buying which can lead to overconsumption, textile waste, and environmental pressure. Unexpectedly, age did not substantially influence these outcomes. This study reveals the psychological reasoning behind consumers’ unsustainable behaviors, which could help in the development of ethical marketing strategies and sustainability-oriented policies.
Setiawan et al. (Fri,) studied this question.