Pengaruh Konten Edukasi Fesyen TikTok terhadap Perilaku Konsumsi Berkelanjutan Generasi Z
Abstract
The growth of fast fashion has accelerated clothing production and consumption cycles, resulting in various environmental and social impacts throughout the production and consumption processes. This condition highlights the importance of providing information on more sustainable fashion consumption, particularly to Generation Z, who are highly engaged with social media. This study aims to analyze the influence of fashion education content on the TikTok account @dosen_fashyun on Generation Z’s sustainable consumption behavior. The study employs the Theory of Planned Behavior as its theoretical framework and uses an explanatory quantitative approach. Data were collected through questionnaires from 100 followers of @dosen_fashyun and analyzed using simple linear regression. The results show that fashion education content has a positive and significant influence on Generation Z’s sustainable consumption behavior, with an explanatory contribution of 35.8%. The accuracy indicator obtained the highest mean score, while quality of life was the most prominent aspect. These findings indicate that fashion education content on social media plays a role in supporting sustainable consumption behavior among Generation Z.
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DOI: https://doi.org/10.32509/pustakom.v9i2.7448
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