Impact of Fast Fashion Trends on the Spending Behavior of Generation Z in Ahmedabad city.

Abstract

The fast fashion industry has significantly transformed consumer purchasing behaviour, particularly among Generation Z, who are highly influenced by digital platforms, changing fashion trends, and social media culture. This study examines the impact of fast fashion trends on the spending behaviour of Generation Z in Ahmedabad city. The research aims to analyse how factors such as affordability, social media influence, impulse buying behaviour, fear of missing out (FOMO), and environmental awareness affect consumers’ clothing purchase decisions. A quantitative research approach was adopted using a structured questionnaire based on a Likert scale. Primary data were collected from 138 respondents belonging to Generation Z in Ahmedabad city. Statistical tools such as frequency analysis, reliability analysis, and hypothesis testing using chi-square and correlation analysis were applied through SPSS software.

The findings of the study reveal that fast fashion trends strongly influence the purchasing behaviour of Generation Z consumers. Social media platforms and influencer marketing play a major role in encouraging trend-based and impulse purchases. The study also found that affordability is one of the key reasons behind the popularity of fast fashion brands among young consumers. Although respondents demonstrated awareness regarding the negative environmental impacts of fast fashion, many continued purchasing such products, indicating the existence of an attitude–behaviour gap. The research further highlights that consumers are willing to adopt sustainable fashion alternatives if they are affordable and trendy. The study provides useful insights for marketers, policymakers, and fashion brands to promote sustainable consumption practices while meeting the preferences of Generation Z consumers. Similar studies also emphasise the growing influence of digital marketing and consumer behaviour in the modern fashion industry (Vidani, 2019; Vidani & Das, 2021).