Frugal Living Diffusion among Generation Z amid Value Added Tax Increase
DOI:
https://doi.org/10.36722/cl.v11i2.5967Keywords:
Frugal Living, Innovation Diffusion, Generation Z, VAT, Consumption BehaviourAbstract
The increase in Value-Added Tax (VAT) in Indonesia has sparked widespread public discussion about strategies for coping amid economic pressures, one of which is the practice of frugal living—a topic widely discussed by Generation Z in digital spaces such as TikTok. This study aims to understand how frugal living is interpreted, negotiated, and practiced as a lifestyle innovation among Generation Z in this context. Using a descriptive-analytical qualitative approach, this study collected data through in-depth interviews with members of Generation Z, content creators, and an economist, supplemented by relevant documents and statistical reports. The findings reveal that frugal living is practiced as a dynamic and non-linear process, shaped by personal experiences, social interactions, and the production of meaning within digital content. This practice is understood not merely as an economic strategy, but as a socio-communicative phenomenon involving continuous reflection and adaptation. This study also reveals a number of challenges that hinder the sustainability of frugal living practices, such as social stigma, consumerist norms, and contradictory messages in digital media. It can be concluded that frugal living among Generation Z represents an adaptive lifestyle orientation that is closely intertwined with the dynamics of digital communication and the broader socio-economic context. Based on these findings, the study recommends the need for a more supportive and consistent digital communication narrative to reinforce the sustainability of frugal living practices as an adaptive response by the younger generation to structural economic pressures.References
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