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DLSU Arts Congress Conference Proceedings

Abstract

This research critiques the contemporary digital landscape, as social media influencers shape Gen Z's consumer behavior, often driving "status overconsumption," the repetitive purchase of trending goods to enhance social standing. The study investigates the complex relationship between social media exposure and consumption patterns among affluent Gen Z (ages 13 to 28) in Laguna, Makati, Taguig, and Quezon City, Philippines. Its objective is to address the environmental consequences of these behaviors, including excess waste and carbon emissions from production and related industries, which consumers often overlook. Grounded in social comparison and status consumption theories, the research utilizes a sequential mixed-methods triangulation approach. Survey findings inform the development of a choice-based interactive video, which serves as both a data-collection tool and an environmental intervention. This is followed by post-intervention interviews and a Knowledge, Attitudes, and Practices (K.A.P.) analysis to evaluate participant perspectives further. The study additionally indicates that digital trends, such as "Get Ready With Me" (GRWMs) and influencer hauls, present on social media platforms, namely TikTok and Instagram, have a strong influence on shaping impulsive purchasing despite existing environmental awareness, whereas integrating an immersive digital experience strengthens Gen Z's understanding of consumption and social responsibility. Collectively, the research concludes that digital trends, including GRWM culture and other influencer-driven consumption patterns, exacerbate waste generation and carbon emissions; therefore, strengthening localized digital literacy and promoting sustainable consumption strategies are essential to addressing overconsumption in urban areas of the Philippines.

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