ABSTRACT
Eyeglasses are continually being improved in terms of functionality and aesthetics. Based on eyeglasses development, cultural changes have occurred. Behavior and social norms towards eyeglasses have shifted. The current fashion industry development, increase in eyeglasses wearers, accelerated digitalization, and consumptive behavior that resulted in an increased demand for eyeglasses indicate that further research is needed on this issue. Consumerist culture is also wasteful and unsustainable; therefore, a cultural shift from consumerism to sustainability is needed. The eyeglasses industry must develop solutions to create a sustainable urban culture. Generation Z is consumptive consumers who are becoming major consumers. They utilize digital devices daily, and myopia is becoming more common among them. The study is conducted to identify the factors that motivate Generation Z to buy eyeglasses as a functional fashion accessory and evaluate the contributions of eyeglasses toward sustainable development. The research is quantitative, with the data collection process using a survey strategy and a questionnaire instrument. The research results will be in the form of a study that recommends the best approach for the eyeglasses industry to attract Generation Z and the most suitable sustainable development approach to be applied to the urban Indonesian eyeglasses market.
