Social Media Sustainability Communication and Fashion Overconsumption among Generation Z: The Mediating Role of Sustainability Awareness

Abstract

Fast fashion contributes to environmental pressures through rapid trend turnover and frequent garment replacement, while social media simultaneously promotes sustainability awareness and trend-driven consumption. This study examines the relationships among sustainability communication on social media, sustainability awareness, and fashion overconsumption among Generation Z in Indonesia, focusing on the mediating role of awareness. A cross-sectional survey of 400 respondents aged 17–27 years from DKI Jakarta, West Java, East Java, and the Special Region of Yogyakarta was analysed using partial least squares structural equation modelling (PLS-SEM). The results indicate that sustainability communication is positively associated with sustainability awareness (β = 0.486, p < .001), while awareness is negatively associated with fashion overconsumption (β = −0.398, p < .001). Communication also has a significant negative direct association with overconsumption (β = −0.156, p = .007). The indirect association through awareness is significant (β = −0.193, p < .001), indicating complementary partial mediation. Despite relatively high awareness, respondents reported elevated overconsumption tendencies, highlighting a potential awareness–behaviour gap. The findings suggest that sustainability communication should combine credible environmental information with practical strategies for reducing unnecessary purchases and extending garment use. However, the cross-sectional design, purposive sampling, and self-reported measures limit causal inference and generalisability.