<![CDATA[Environmental pollution has now become a global issue affecting all countries. The fashion industry is one of the largest polluters on Earth. Rapid production processes and a disregard for environmental sustainability have led to environmental damage due to waste generated from the production process, such as liquid waste, air pollution, unsold products, and even global warming.Research purposes :This study aims to analyze the behavior of generation Z towards fast fashion products and the level of knowledge and awareness of generation Z regarding its impact on the environment.research methods :This research uses a literature review (SLR) method, which systematically analyzes various literature reviews sourced from previous studies on the topic. The SLR method is a systematic and structured research method for collecting, evaluating, and synthesizing all relevant information and research evidence regarding a topic or research question.summary of results: The research results show that many factors influence consumer behavior in making purchasing decisions. These factors can be both internal and external. For Generation Z, these decisions can be influenced or derived from digital media in the form of green product campaigns, as Generation Z is at the forefront of efforts to raise awareness of the environmental impacts of the fast fashion industry. However, educational and collaborative support and intervention are needed from all parties, including the government, higher education, and the fashion industry, to build environmental awareness and encourage sustainable consumption practices among Generation Z]]>
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