Analysis of Consumer Behavior and Consumptive Lifestyle in Online Shopping Among Generation Z

Abstract

This study aims to explore consumer behavior and the consumptive lifestyle in online shopping among Generation Z, particularly students. With the rapid advancement of digital technology, Generation Z has become the most affected group by the online shopping phenomenon. This research employs a qualitative method with in-depth interviews as the data collection technique. The study identifies how a consumptive lifestyle influences online shopping behavior among Generation Z, as well as how price and promotional strategies affect consumer decision-making in the context of online purchases. The findings reveal that the consumptive lifestyle embedded in Generation Z reflects a broader diversity of social and cultural values. Meanwhile, promotions and pricing play a crucial role in shopping decisions. These findings are expected to provide insights for stakeholders in designing effective marketing strategies and to help consumers become more critical in choosing products. This study also contributes to the development of literature on consumer behavior in the digital era.