The Islamic Consumption Ethics Gap in Generation Z’s Impulsive Buying Behavior on TikTok Shop

Abstract

The rapid development of social commerce has transformed consumer behavior among Generation Z, particularly through the integration of entertainment and online shopping features on TikTok Shop. This study aims to analyze impulsive buying behavior among Generation Z students and examine it from the perspective of Islamic consumption ethics. This research employed a qualitative phenomenological approach involving ten students of the Faculty of Islamic Economics and Business at UIN Sayyid Ali Rahmatullah Tulungagung who actively use TikTok Shop. Data were collected through in-depth interviews, observation, and documentation and analyzed using data reduction, data presentation, and conclusion drawing techniques.

The findings reveal that impulsive buying behavior among Generation Z students is characterized by spontaneous purchases, minimal rational evaluation, emotional dominance in decision-making, and post-purchase regret. Several factors encourage impulsive buying, including discounts, free shipping promotions, live-streaming features, product reviews, ease of transactions, leisure time, emotional conditions, and personal motivation. Furthermore, the study identifies a significant gap between students’ understanding of Islamic consumption ethics and their actual consumption practices. Although most participants understand the principles of moderation, avoiding extravagance, and prioritizing needs over wants, they frequently engage in impulsive consumption driven by digital stimuli.

This study contributes to the development of Islamic consumer behavior literature by highlighting the phenomenon of the digital ethical consumption gap among Muslim Generation Z consumers within social commerce platforms.

Keywords: impulsive buying; Generation Z; TikTok Shop; Islamic consumption ethics; social commerce