Analysis of Generation Z's Consumer Behavior Towards Purchasing Beauty Products

Abelitha Jovanka and Kinkin Yuliaty Subarsa Putri

International Journal of Finance, Insurance and Risk Management, 2024, vol. 14, issue 3, 96-104

Abstract: Purpose: This study investigates Generation Z's consumer behavior, their attitudes and preferences in purchasing beauty products. Design/Methodology/Approach: Employing a qualitative descriptive research methodology, data was collected through in-depth interviews with 15 participants from diverse demographics within Generation Z. The study employs a qualitative descriptive research approach to gain in-depth insights into Generation Z's behavior. Data was gathered through in-depth interviews and thematic analysis. Participants were selected via purposive sampling to ensure diversity in gender, socio-economic background, and geographic location. Interviews were semi-structured to allow flexibility while maintaining focus on key topics. Findings: The findings reveal that digital influencers, sustainability, and affordability significantly impact their purchase decisions. Practical Implications: This research contributes to understanding how marketers can tailor strategies to meet Generation Z's needs effectively. Originality/Value: Generation Z exhibits a strong preference for brands that align with their social and environmental values. This cohort is acutely aware of issues such as climate change, animal welfare, and ethical labor practices.

Keywords: Generation Z; consumer behavior; beauty products; social media; sustainability. (search for similar items in EconPapers)
JEL-codes: D12 D91 J13 L66 M31 (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:ers:ijfirm:v:14:y:2024:i:3:p:96-104

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