Résumé:
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.
