The behavioural economics of Generation Z: pragmatism and ‘Z logic’ in purchasing decisions

Abstract

Generation Z (Gen Z) presents a significant challenge for business management and traditional microeconomic models. This generation, characterized by its scepticism and digital nativeness, is transforming consumer strategies. The aim of this article is to analyses the determining factors in Gen Z’s purchasing decision-making process, identifying a distinct pattern of economic behaviour. The results reveal a central contradiction:although the main motivation for purchasing is emotional (61.8% seek “personal satisfaction”), the final decision is governed by strict economic pragmatism, or “Z logic”. This logic prioritizes utility maximization, where value for money (59.2%) and previous user experience (51.8%) are the decisive factors. This pragmatic approach overrides declarative values; although 22% say they are aware of sustainability, they are not willing to paya premium, and 27.8% do not consider it a relevant factor. Loyalty, therefore, is not emotional, but transactional, based on product effectiveness. The conclusions highlight the need for brand management and business management strategies to abandon models based on aspirational loyalty and focus on transparency, functional value and demonstration of utility to capture this rational consumer.