Purchase Behavior of Generation Z for New-Brand Beauty Products

Shreya Sangal, Achint Nigam, Chitrakshi Bhutani

OAI: oai:igi-global.com:300304 • DOI: 10.4018/JECO.300304

Consumers get innumerable product options, making it crucial to study their selection among brands v/s new brands. The study explores how in a post covid world, the online purchase behavior of Generation Z female consumers is impacted for new-brand beauty products. Using qualitative methods, the authors explored the online purchase behavior of Generation Z females for the purchase of beauty products in emerging economies and how blockchain technology (BCT) can play a crucial role in influencing consumer decision-making. Five focus group discussions were conducted. The study’s findings reveal four key themes – “It's too hard to be an innovator,” “Online stigma,” “New brand reservations,” and “BCT and new brands purchase decisions.” The authors portray that generation Z consumers don’t feel competent enough to buy new brands online without extrinsic motivation. They do not entirely trust the information marketers provide them in the current form. They are expected to buy new brands online if the authenticity of the complete product details can be verified using blockchain mechanisms.