Gen Z Consumer Behavior in Consuming Local Products in the Era of Digital Hyperreality
DOI:
https://doi.org/10.70062/globaleconomics.v2i3.332Keywords:
Ethical, Hyperreality, Digital, Identity, Gen Z.Abstract
This research explores the symbolic consumption patterns of Generation Z in engaging with local products during the digital hyperreality era, emphasizing the roles of ethical consumption, hyperreality values, and digital identity in shaping purchase intentions. Using a quantitative design through PLS-SEM complemented by qualitative evidence, the study shows that both ethical consumption and hyperreality significantly shape digital identity (β = 0.42; β = 0.53, p < 0.001). Digital identity strongly drives purchase intention (β = 0.65, p < 0.001), while ethical consumption does not directly affect it. Mediation analysis demonstrates that digital identity fully mediates the relationship between ethical consumption and purchase intention, and partially mediates the impact of hyperreality. Qualitative findings highlight that Gen Z’s buying decisions are influenced by symbols and imagery showcased on social media, where ethical aspects only become relevant when they align with digital aesthetics. These results strengthen the postmodernist perspective that consumption in the digital era is primarily about signs, images, and symbols that go beyond mere utility. The study suggests that MSMEs should strategically embed symbolic narratives, ethical dimensions, and visual aesthetics into digital marketing to appeal to Gen Z while promoting sustainability.
References
Baudrillard. (1998). Simulacra and Simulation. Michigan.
Belk. (1988). Possessions. Consumer Research, 15(2), 139–168. https://doi.org/10.1086/209154
Bocock. (1993). Consumption. Routledge.
Chatzidakis, & Lee. (2021). Ethics consumption. Business, 170(1), 1–11.
Djafarova, & Bowes. (2021). ‘Instagram made Me buy it’. Retailing, 59, 102345. https://doi.org/10.1016/j.jretconser.2020.102345
Dodds, Monroe, & Grewal. (1991). Effects of Price, and Brand. Marketing, 28(3), 307–319. https://doi.org/10.1177/002224379102800305
Featherstone. (2007). Consumer culture. SAGE.
Firat, & Venkatesh. (1995). Liberatory Postmodernism of Consumption. Consumer, 22(3), 239. https://doi.org/10.1086/209448
Fishbein, & Ajzen. (1975). Belief, attitude, intention and behavior. Addison-Wesley.
Hair, Black, Babin, & Anderson. (2019). Multivariate Data.
Hamilton. (2022). Sustainable and ethical consumption. Consumption, 25(5), 1–15.(5), 1-1–15.
Holt. (2002). Why Do Brands Cause Trouble?. Consumer, 29(1), 70–90. https://doi.org/10.1086/339922
Jensen Schau, & Gilly. (2003). We Are What We Post?. Consumer, 30(3), 385–404. https://doi.org/10.1086/378616
Kim. (2020). Measuring Strategic Recommendations’ Impact. Strategic, 12(3), 145–160.
Koçak, Ö., Peker, & Suciu. (2022). Digital hyperreality and consumer identity. Consumption, 25(7), 659–675.
Kozinets. (2002). Can Consumers Escape the Market?. Consumer, 29(1), 20–38. https://doi.org/10.1086/339919
Kumar, Prakash, & Kumar. (2022). Does environmentally responsible purchase intention? Business, 139, 1–12. https://doi.org/10.1016/j.jbusres.2021.09.044
Labrecque, Markos, & Milne. (2011). Online Personal Branding. Interactive Marketing, 25(1), 37–50. https://doi.org/10.1016/j.intmar.2010.09.002
Lury, C. (2011). Consumer Culture. Rutgers.
Huang. (2021). How entrepreneurship education at universities influences entrepreneurial intention. Psychology, 12, 655868.
McCracken. (1990). Culture and consumption. Indiana.
Pratama, & Winarno. (2020). Business intelligence adoption in SMEs. Sistem Informasi, 16(2), 53–66.
Ritzer. (2010). Enchanting a disenchanted world. Pine Forge.
Russo, Confente, Gligor, & Autry. (2016). To be or not to be (loyal). Business, 69(2), 888–896. https://doi.org/10.1016/j.jbusres.2015.07.002
Schiffman, & Kanuk. (2010). Consumer Behavior. Pearson.
Solomon. (2018). Consumer behavior. Pearson.
Vitell. (2015). A Case for Consumer Social Responsibility. Business Ethics, 130(4), 767–774. https://doi.org/10.1007/s10551-014-2110-2
Wang, & Fesenmaier. (2023). Hyperreality in social media marketing. Interactive Marketing, 61, 22–34.
Žižek. (2008). The sublime object of ideology. Verso.
