The consumption behaviors of Generation Z: evidence from China

Abstract

To explore the behavioral patterns of Gen Z consumers in China, this study synthesizes previous research on Gen Z consumption and identifies the lack of in-depth exploration within the Chinese context. Utilizing analytical methods, the paper further summarizes the characteristics of China during Gen Z's formative years, which subsequently influence the behavioral traits of the consumers born in that period. Specifically, Chinese Gen Z consumers exhibit five distinct behavioral characteristics: being Mobile-first and Tech-Savvy, acting as E-commerce Pioneers, being strongly influenced by Social Media, displaying a Quality-Conscious and Aspirational mindset, and expressing National Pride and Cultural Identity. The findings of this study hold significant implications for future marketing strategies targeting Gen Z, providing valuable insights for marketers to better understand and engage with this generation.