Percorrer por autor "Frank, Melina"
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- Shaping identity through consumption : a qualitative exploration of generation Z's consumer habitsPublication . Frank, Melina; Fernandes, DanielThis study investigates how Generation Z's consumer habits shape their identity formation through consumption. Using qualitative focus group analysis, it examines the influence of social comparison, brand values, and social belonging on consumption behavior. The findings reveal that social media platforms such as Instagram and TikTok intensify consumption pressure by reinforcing upward social comparison and increasing exposure to consumer-oriented content. Participants reported adapting their consumption patterns to align with both personal values and social expectations, reflecting a strategic balance between individuality and conformity. The study identifies brand authenticity and value consistency as key drivers of trust and engagement, with participants favoring brands that reflect their identity and social status. However, the tension between short-term trends and long-term identity goals remains evident, highlighting the psychological complexity of consumption decisions. These insights offer practical implications for brands seeking to engage Generation Z authentically through value-driven and socially conscious marketing strategies.