The Role of Emotion in the Purchase Process of Generation Z

Abstract

Generation Z born amidst the digital advancement constitutes a unique and compelling consumer group, whose identity as digital natives significantly influences their consumption patterns. Within the context of purchasing behavior, this group exhibits a strong tendency toward decisions driven by emotional factors, especially in the phenomena of impulsive buying and online shopping. This literature review aims to analyze and synthesize empirical findings from various studies that highlight the central role of emotion particularly positive emotion in the overall purchasing decision process carried out by Generation Z. The method employed is a literature review, which qualitatively analyzes key studies focusing on the relationship between emotion, impulsive buying, lifestyle, and the influence of both offline and online shopping environments. The comprehensive results of this review consistently emphasize that positive emotion plays a crucial role as a strong mediating variable between various marketing stimuli and unplanned purchasing behavior. Environmental stimuli such as store atmosphere and store image are proven to trigger consumers' positive emotions, which subsequently increase the tendency for impulse buying. In the realm of e-commerce, hedonic shopping motivation, sales promotion, and the availability of money significantly influence Gen Z's positive emotions, which in turn drive impulsive purchasing on online platforms like Shopee and Lazada. Furthermore, the role of emotion also extends to the formation of brand attachment through digital advertising, which is a critical point of contact for Gen Z. This review concludes that for Generation Z the emotional experience during the shopping process is the primary predictor of purchasing behavior, necessitating marketing strategies that are more focused on creating value and emotional connection.