The Psychological Mechanisms Influencing Generation Z’s Consumer Behavior on Social Media

Abstract

Generation Z has been shaped by different societal, economic, and technological events, growing up in a world where change happens faster than ever before. In a world where today’s media icons can easily become tomorrow’s forgotten names, Generation Z is maturing at a fast pace, marked by a high level of self-awareness, contrary to common misconceptions. Their way of thinking and acting, especially in daily routines and consumption habits, is both complex and fascinating. To build meaningful connections with this audience, it’s important for marketers to understand their emotional, cognitive, and behavioral responses, as well as the underlying motivations behind them. To address this issue, this research began with an exhaustive literature review and an exploratory qualitative study, which helped shape the initial hypotheses. These hypotheses were then tested through a quantitative survey distributed to students at the Higher School of Management and Digital Economy. The collected data were analyzed using XLSTAT software, applying Chi-square tests. The findings revealed which psychological mechanisms most strongly influence Generation Z’s consumer behavior, how they respond to these triggers, and which types of social media content are most effective in driving purchase decisions. This analysis forms the foundation of the theoretical and methodological contributions of this thesis, as well as recommendations for industry professionals who want to connect more effectively with today’s young, digitally-native consumers.