Role of Generational Identity (Gen Z and Millennials) in Purchase Behaviour

Abstract

Generational identity has emerged as one of the most powerful psychological and sociological forces shaping modern consumer behaviour. With the rise of digital platforms, mobile commerce, influencer marketing, and socially conscious branding, younger generational cohorts—specifically Generation Z (Gen Z) and Millennials—have become dominant forces in global consumption markets. This study investigates the role of generational identity in shaping purchase behaviour by examining psychological values, digital engagement patterns, brand expectations, and ethical consumption tendencies. Using a conceptual-analytical framework supported by empirical literature, this paper proposes a generational purchase behaviour model that explains how identity-driven motivations mediate between marketing stimuli and buying decisions. The findings reveal that Gen Z prioritizes authenticity, sustainability, speed, and social proof, while Millennials emphasize convenience, value-for-money, brand loyalty, and experiential consumption. The study contributes to marketing theory by extending generational segmentation models and provides strategic guidance for firms designing age-responsive branding and digital commerce strategies.