<![CDATA[Impulsive buying has become increasingly prevalent among generation Z, particularly within the fast fashion industry, latest clothing trends at affordable prices and rapid production cycles. Behind this appeal lies a growing tendency toward compulsive consumption buying spontaneously, without rational consideration, and often beyond basic needs. This study aims to explore how impulsive buying in the context of fast fashion influences the consumptive behavior of Generation Z, using a quantitative approach and Structural Equation Modeling Partial Least Squares method. Data were collected from 387 gen Z respondents in Solo Raya region and analyzed using SmartPLS 4.0. The variables examined include lifestyle, environmental influence, and access convenience. The findings reveal that environmental influence and access convenience significantly affect consumptive behavior, while lifestyle and shopping convenience do not show a direct effect. Interestingly, fast fashion does not act as a significant mediating variable in these relationships. These results highlight the dominance of external factors particularly social pressure and digital accessibility in driving impulsive and excessive consumption patterns among Generation Z. The study offers important implications for consumers, industry players, and promoting wiser and more sustainable consumption through digital literacy education and the adoption of more ethical and eco-friendly business strategies.]]>
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