Budaya Konsumerisme Fashion Barat pada Generasi Z
Studi Kepustakaan dalam Perspektif Herbert Marcuse tentang False Needs
DOI:
https://doi.org/10.59024/jise.v4i4.2667Keywords:
Consumerism, False Needs, Generation Z, Herbert Marcuse, Western FashionAbstract
The development of globalization and digital media has brought significant changes to people's lifestyles, including the way they dress. Western fashion has become increasingly accessible to Generation Z, raising questions about the relationship between fashion consumption, consumerism, and cultural identity. This study aims to analyze consumerism in Generation Z's adoption of Western fashion through Herbert Marcuse's critical perspective. The research employs a literature review method by examining books, scholarly journal articles, and academic publications relevant to consumerism, fashion, Generation Z, and Marcuse's concepts of false needs and One-Dimensional Man. The literature was selected based on its relevance to the research topic, its contribution to explaining consumer culture and fashion consumption, and its applicability to the theoretical framework. The findings suggest that Marcuse's concepts provide an analytical framework for understanding how digital advertising, fashion trends, and consumer culture can shape desires that extend beyond the functional need for clothing. Fashion may consequently serve not only as a basic necessity but also as a symbol of identity, social status, and modernity. The main contribution of this study lies in connecting Marcuse's concept of false needs with the relationship between Western fashion trends, digital consumer culture, and the construction of identity among Generation Z. This analysis also highlights the importance of critical awareness in making consumption decisions while maintaining an appreciation for local cultural values. As a literature-based study, these findings represent a theoretical interpretation rather than direct empirical evidence of Generation Z's consumption behavior.
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