This study investigates the factors influencing fast fashion purchasing behavior of university students using quantitative methods. Data from 385 participants were collected through structured surveys and analyzed using Descriptive Statistics, Cronbach's Alpha, Exploratory Factor Analysis (EFA), and Regression Analysis. The results reveal that Attitude, Fear of missing out (FOMO), and Financial condition positively impact the intention to purchase fast fashion. The findings underscore the significance of these factors in shaping consumer behavior within the fast fashion industry, particularly among young adults. Practical implications suggest strategies for fast fashion brands to align marketing with consumer values and promote sustainability, while educational institutions and policymakers are encouraged to raise awareness and incentivize ethical practices. Theoretical insights validate existing research while proposing avenues for future exploration, aiming to foster informed and responsible consumer behavior among university students in the realm of fast fashion.