Abstract
This study examines the purchasing behavior of Generation Z, individuals born between the mid-1990s and early 2010s, through a mixed-methods approach. Quantitative data from a questionnaire distributed to 69 respondents and qualitative analysis of existing research informed the findings. The research highlights four key factors influencing Gen Z consumption patterns: price sensitivity, peer influence, environmental consciousness, and the impact of digital marketing. Gen Z is highly price-conscious, often prioritizing affordability and seeking deals. However, peer recommendations, online reviews, and influencer endorsements can moderate this sensitivity in certain contexts. Environmental and ethical considerations significantly influence their brand preferences, reflecting a growing trend of conscious consumerism. Additionally, social media and smartphones play a critical role, emphasizing the need for mobile-optimized, personalized marketing strategies. Findings reveal no significant correlation between price and perceived quality, suggesting that Gen Z values factors like brand reputation and emotional connection alongside affordability. The strong interplay between peer influence and social media further underscores these channels’ importance for engaging this demographic. While insightful, the study’s small sample size and reliance on questionnaires may limit generalizability. Future research should explore specific product categories and incorporate qualitative methods for deeper understanding. This research offers businesses actionable insights to better connect with this influential consumer group.
Presenters
Rizky SaragihStudent, International Master of Business Administration, National Taichung University of Education, Taichung, Taiwan
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
KEYWORDS
Price Sensitivity, Peer Influence, Environmental Consciousness
