Snapshot of generation Z consimption: from scroll to shopping cart

Abstract

Generation Z represents a key group for understanding the transformations of consumption in digital contexts. Their behaviour, marked by constant exposure to social networks, the search for authenticity and the intensive use of technology, requires new methodological approaches for its study. This paper synthesises the main findings of the 1st Generation Z Observatory Report, developed by the European University and the consultancy firm Prodigioso Volcán, with the aim of understanding the factors that influence the purchasing decisions of this generation. The study adopted a mixed methodological strategy. In the quantitative phase, data from an online survey of people born between 1995 and 2010 were analysed. In parallel, a qualitative phase was developed through a focus group discussion with young people aged between 18 and 23 years old, living in Spain. The research combined descriptive statistical analysis techniques and thematic analysis in order to offer an integrated view of the phenomenon. The results show that the purchasing decisions of Generation Z are influenced by the search for personal satisfaction, but also by criteria of usefulness and previous experience with brands. Social networks play a decisive role, both as a channel of discovery and validation. While there is sensitivity to certain values, such as animal welfare, these do not always translate into purchasing decisions when they involve additional costs. Brand loyalty appears to be a phenomenon based on perceived effectiveness rather than emotional attachment.