A volatilidade das tendências de moda na era digital: impactos ambientais e socioeconômicos do modelo de consumo da geração Z

Abstract

Fashion, as a social and cultural phenomenon, evolves alongside society and holds the power to express its behaviors, values, and contradictions. In contemporary times, there is a noticeable intensification in the consumption of ephemeral trends, driven by the globalization of information, the democratization of access to fashion, and, above all, the influence of social media. Generation Z, characterized by a strong digital presence, experiences a conflict between its ethical values, such as sustainability and social responsibility, and its desire for belonging, self-expression, and consumption, which contributes to the acceleration of production and disposal cycles. This study was developed through qualitative bibliographic research and aimed to analyze the consumption of fashion trends by exploring how social media influences Generation Z’s behavior and discussing the resulting environmental, social, and economic consequences. The specific objectives included understanding the role of fashion in identity formation, characterizing the fast fashion model, investigating Generation Z’s consumption habits, analyzing the influence of social media, and discussing the impacts generated by these dynamics. The literature review revealed that negative impacts, such as the intensified exploitation of natural resources, the increase in textile waste generation, and the deterioration of working conditions, do not stem solely from individual choices, but rather from a system that encourages excessive consumption and imposes behavioral and aesthetic standards. In this context, the fast fashion logic perpetuates social inequalities and undermines sustainable economic practices, highlighting the urgency of rethinking current production models. As a final reflection, the study proposes a collaborative approach involving consumers, civil society, the productive sector, and public authorities, aiming to build a fashion model that preserves its expressive and identity-driven nature, allowing individuals to communicate through clothing without neglecting the principles of ethics, sustainability, and socio-environmental responsibility.