Impact of Generation Z values and attitudes on their consumer behavior

Abstract

This research aims to comprehensively investigate Generation Z’s consumer behavior, focusing on the influence of their values, attitudes, digital proficiency, and exposure to extensive product data. By conducting qualitative research through carefully selected focus groups of 16 participants aged 18 to 26, representative of Generation Z, this study delves into their unique characteristics and behaviors. The findings reveal that Generation Z’s consumer choices are significantly shaped by their values, including a strong emphasis on personality expression, independence, and social connection. Furthermore, their comfort with technology and reliance on digital sources for information play a pivotal role in shaping their purchasing decisions. The exposure to vast amounts of product information online presents both opportunities and challenges, with the fear of missing out (FOMO) and choice overload influencing their purchase decisions. Businesses and organizations targeting Generation Z should align marketing strategies with their values, prioritize technological convenience, and leverage social media to enhance brand perception. This research contributes valuable insights into understanding the ever-evolving consumer behavior of Generation Z, highlighting the need for adaptability in marketing strategies and consumer engagement. As this demographic continues to wield its purchasing power and influence, those who align with their values and preferences are poised for success in the evolving marketplace. Therefore, comprehending Generation Z’s consumer behavior is not only an academic pursuit but a practical necessity for future success.