The emergence of buying and selling in social media commerce has become more prominent in Malaysia. Generation Z is particularly noticeable for using social media and it is believed that Gen Z has contributed a significant amount of online purchasing including buying from social media commerce. The issues of overconsumption and unsustainability of fashion products can be linked to impulsive purchases. Considering this, the purpose of this paper is to understand Gen Z’s impulsive buying behaviour on fashion products from the perspective of social media commerce with SOR theory as the underpinning theory. By understanding these factors, it could have an impact on sustainability and corporate social responsibility efforts.