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

Abelitha Jovanka, Kinkin Yuliaty Subarsa Putri
International Journal of Finance, Insurance and Risk Management, Volume 14, Issue 3, 96-104, 2024
DOI: 10.35808/ijfirm/398

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.


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