Media, Mind, and Market Exploring the Psychological and Cultural Drivers of Generation Z’s Consumer Behaviour

Abstract

Generation Z represents a transformative consumer segment shaped by rapid
technological advancement, pervasive social media influence, and global cultural
integration. Their consumption behaviour reflects notable shifts in both physiological
and cultural dimensions. Continuous exposure to fast-paced digital environments has
influenced attention spans, reward processing, and sensory engagement, fostering
a preference for immediacy and visually oriented content. Culturally, Generation Z
prioritises authenticity, sustainability, and inclusivity, seeking brands that resonate
with personal identity and collective social values. Drawing on a systematic review of
contemporary literature encompassing theoretical, contextual, and methodological
perspectives, this study provides a comprehensive analysis of the factors shaping Gen
Z’s consumption behaviour. It further explores the interaction between digital-age
physiological adaptations and evolving cultural norms, highlighting the central role of
media in driving psychological and cultural transformations in consumer behaviour.