IMPACT OF SOCIAL MEDIA TRENDS ON PERSONAL FASHION EXPENSES AND SUSTAINABLE CONSUMPTION

abstract This study explores the influence of social media trends on personal fashion expenditure and the willingness of youth to adopt sustainable consumption practices. With the growing dominance of platforms like Instagram, YouTube, Pinterest and short-form content apps, trend dissemination has become faster, shaping consumer preferences and encouraging frequent purchases. A quantitative survey was conducted among 35 respondents using the snowball sampling technique. Data was collected through a structured questionnaire focusing on spending habits, trend-based decision making, and awareness of sustainable fashion. The findings reveal that viral trends, influencer marketing and visually engaging content lead to increased impulsive buying and monthly fashion expenses. While awareness regarding sustainability is present among respondents, the actual adoption of sustainable fashion remains comparatively low due to cost factors, brand availability and peer influence. The study suggests the need for enhanced awareness programs, influencer-led sustainability campaigns and affordable, eco-friendly fashion options to promote responsible consumption among young consumers. Keywords: Social media trends, fashion expenses, sustainable consumption, consumer behaviour, quantitative research