Аннотация
This study provides an in-depth analysis of the factors driving the rapid rise in the popularity of fast fashion among Kazakhstani youth. The primary focus is on the influence of social media platforms, the psychological phenomenon of the fear of missing out (FOMO), and the role of bilingualism and post-Soviet cultural identities in shaping clothing consumption habits. The research is based on an online survey of 400 young people and an analysis of over a thousand social media posts, which reveal a significant impact of TikTok and Instagram activity on impulsive fashion purchases. While the majority of respondents (60%) are aware of the negative environmental impact of fast fashion, only one in five (20%) young consumers are willing to switch to brands with a sustainable production approach. A distinctive feature of this study is the examination of Kazakhstan's cultural and linguistic characteristics as key factors in shaping youth fashion preferences, highlighting opportunities to integrate national elements into mainstream fashion and strengthen government support for ecological certification. This could help shift youth consumption towards more responsible and sustainable behavior.