Consumption Behaviors of Generation Z in the Global Creative Industries: Reflections from Sociological and Business Perspectives
DOI:
https://doi.org/10.71222/btcgf095Keywords:
Generation Z, creative industries, interdisciplinary approach, prosumers, sustainabilityAbstract
The rapid growth of global creative industries has made Generation Z a central group of consumers. They are digital natives who value identity, inclusivity, and sustainability, and their choices influence both cultural and economic trends. While many studies examine Gen Z from either a sociological or a business angle, few combine these perspectives. This paper addresses that gap by using an interdisciplinary approach that links sociological theories of identity and cultural capital with business research on platforms, branding, and consumer strategies. The study reviews recent literature and develops comparative case studies across music streaming, fashion, gaming, and digital art, including NFTs. Cross-regional analysis highlights both global patterns and local adaptations in markets such as North America, East Asia, and China. Results show that Gen Z are not passive buyers but active participants who act as "prosumers," creating cultural meaning while driving new business models. They show strong commitments to authenticity and sustainability, though contradictions such as the fast-fashion "attitude-behavior gap" remain. The findings demonstrate the need for an integrated view of creative industries. They contribute to theory by linking culture and commerce, and to practice by offering insights for businesses and policymakers who must adapt to this generation's transformative role.
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