Consumption Behaviors of Chinese Generation Z: Apply to Culture and Creative Products

Yanfei Wang () and Yue Yang
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Yanfei Wang: Yunnan Technology and Business University
Yue Yang: Yunnan Technology and Business University

A chapter in Proceedings of the 8th International Conference on Financial Innovation and Economic Development (ICFIED 2023), 2023, pp 778-784 from Springer

Abstract: Abstract Generation Z(Gen Z) is becoming the main consumer of cultural and creative market in China. Hence, this thesis mainly focuses on research what are the special consumption behaviors of Chinese Gen Z by qualitative study, the study shows:1) Subculture enthusiasts of Gen Z will gain a sense of community identity when purchasing the specific cultural creative products. 2) Gen Z Consumers consider the purchase behavior could show their personality or it is one of the way to present themselves. 3) For Gen Z, the way to present culture is more important than the existence of culture itself or product itself.

Keywords: Culture and creative products; Consumption behavior; Generation Z (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-142-5_88

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DOI: 10.2991/978-94-6463-142-5_88

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