Shopping is a serious business for China’s Gen Z | WARC | The Feed
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Shopping is a serious business for China’s Gen Z
Youth lifestyles & attitudes Purchase behaviour Greater China
Seven in ten of China’s Gen Z consumers describe themselves as “professional consumers”: they say they don’t buy on a whim, they look at what they really need, then do their research and shop around before actually making a purchase.
That’s according to Vogue Business, which polled 6,000 Chinese consumers aged 18 to 64 and carried out in-depth interviews with representatives of Gen Z.
Gen Z takeaways
- Gen Z consumers also identified as ‘trend followers’ (19%), ‘excessive shoppers’ (14%) and ‘patriotic spenders’ (11%).
- 52% of Gen Z consumers say they are “open, inclusive and receptive and understanding” to trends.
- 43% of Gen Z consumers say they “love authenticity and hate hypocrisy” when it comes to marketing.
- 35% of Gen Z wish they were more social.
- 27% of Gen Z consumers indicated that they have “patriotic feelings”.
While Gen Z interviewees consider themselves rational, considering factors such as durability, when it comes to fashion they are prepared to let emotional reasons dictate purchases.
Sourced from Vogue Business
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