A New Paradigm of Online Marketing: A Study of Generation Z Consumer Behavior and Their Attitudes Towards Brands

Abstract

The digital transformation of the marketing environment has redefined how consumers engage with brands. As a generation with rising purchasing power, Generation Z represents a critical target audience for online marketing. This study investigates Gen Z consumers' online shopping behavior, including their consumption habits, preferred purchasing methods, information sources, brand attitudes, and key factors influencing purchasing decisions. Data were collected through an online survey of 125 Gen Z respondents and analyzed using descriptive statistics. Findings reveal a strong preference for online channels, although physical interaction remains important for categories such as food, clothing, and accessories. Primary information sources include search engines, Instagram, YouTube, and peer reviews. Product quality, online ratings, and reviews are the most influential factors in purchasing decisions. Low brand loyalty is observed, likely due to limited income and a preference for value over brand allegiance. The study provides insights into a shifting marketing paradigm shaped by digital-native consumers