The influence of socio-psychology and social environment stimuli on impulse buying behaviour among generation z consumer in the fast fashion market: an stimulus-organism-response approach

Geogina, Adrianna Stalin Jerah (2025) The influence of socio-psychology and social environment stimuli on impulse buying behaviour among generation z consumer in the fast fashion market: an stimulus-organism-response approach. Final Year Project, UTAR.

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Abstract

This study investigates customer perceptions of fast fashion, specifically how factors like price affordability, trendiness, product quality, and environmental concerns influence consumer attitudes and purchasing intentions. Fast fashion companies continue to dominate the worldwide clothing market by offering rapidly changing styles at low prices, but as customers become more aware of environmental and ethical issues, their perceptions have become complicated. Using a quantitative research approach, data were collected via an online survey and analysed to study the relationships between key perception features and consumer decision making. According to the findings, affordability and trendiness remain the most important drivers of customer preference, with concerns about sustainability and garment durability having varied degrees of influence depending on consumer values. Overall, the poll discovered that, despite being aware of the negative effects of fast fashion, purchasers' attitudes and conduct remain influenced by convenience and low cost. These findings are valuable for fast fashion companies who want to combine market needs with increased expectations for ethical and responsible business practices.

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