A fixing device fixes a toner image on a recording medium by heating the recording medium, with a heating area and a non-heating area selected in accordance with a magnetic flux and a repulsive magnetic flux. The fixing device includes a heat generating layer, an exciting coil, and a demagnetizing member. The heat generating layer generates heat. The exciting coil generates the magnetic flux, and thereby inductively heats the heat generating layer. The demagnetizing member faces the heat generating layer in the non-heating area. The demagnetizing member generates the repulsive magnetic flux against the magnetic flux generated by the exciting coil, and thereby demagnetizes the magnetic flux and suppresses the heating. Further, the demagnetizing member has a demagnetization effect different between at least a portion of the non-heating area adjacent to the heating area and the remaining portion of the non-heating area.