Cultural Consumption of Chinese Generation Z
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Published
Feb 28, 2025
Abstract
Generation Z, having grown up in an internet-based environment, exhibits distinctive cultural consumption behavior. This study gives an overview of popular forms of cultural consumption in Chinese Generation Zers, including blind box purchases, virtual product buying, and circle-informed consumption, and investigates factors affecting their cultural consumption behavior. Also discussed are its positive and negative impacts on the Chinese cultural industry. Additionally, the article looks at the issues with cultural consumption of this group as well as solutions proposed in the literature.
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Keywords
Generation Z, Cultural Consumption, Consumption Behavior
Supporting Agencies
No funding source declared.
References
Ao, C. (2021). The pluralistic nature, practical logic, and subcultural significance of Generation Z’s consumption notions. China Youth Studies, 2021(6), 100-106. DOI: https://doi.org/10.19633/j.cnki.11-2579/d.2021.0092
China Industry Information Network. (2019). The development status of China’s toy industry in 2019 and forecast of its development trends in 2020. Available at: http://www.chyxx.com/industry/201912/818749.html
Ding, H. & Dong, Z. (2021). Subcultural consumption in Generation Z: Characteristics and Motivations. China Newspaper Industry, 2021(16), 110-111. DOI: https://doi.org/10.13854/j.cnki.cni.2021.16.055
Gao, F. (2020). Characteristics of short video consumption in Generation Z. Journalism-Lovers, 2020(5), 40-42. DOI: https://doi.org/10.16017/j.cnki.xwahz.2020.05.009
Gu, Y. & Yuan, W. (2022). Self-pleasing consumption in Generation Z and production of popular audio-visual art. China Television, 2022(7), 20-25. Available at: https://kns.cnki.net/kcms2/article/abstract?v=ifIT5_n5_GeYaQLRjDup9HPtlJneYQ5xOhCtawNnI1yJAVz9ZhWNZreDgPhT9cD06IXa_BaWhpxkwokCfG6hdYCxJmPpeY-nhxvPZn5GNPLMGb34HkVD_zn51siElRTU1MzjuBv-IPiflKKTwW2GpMX6Q0yBo0YRpfYPi5ar_dxAWYDYujnpvA==&uniplatform=NZKPT&language=CHS
Li, L., Li, J., Du, T., & Yang, Y. (2022). The mentality of Generation Z as a group and their consumption behavior: A Literature Review. Journal of Hubei University of Economics (Humanities and Social Sciences Edition), 2022(3), 50-52. Available at: https://kns.cnki.net/kcms2/article/abstract?v=ifIT5_n5_GeM3XNiYrciom1NiutY-j-cnnUJEfCmFr2MFt6TRXeR-_bVgpn_84ZBpJIIEfh-4YN2OTFN1juluDSlugPzQBySjsfezEyk8OPozHcw3TkJ_WOzSILIvBlKTMlv-scyno4TP912KcfVsV2Bur3je2hOImOJlW-xBD1Uif_TW-22uw==&uniplatform=NZKPT&language=CHS
Lin, D. (2011). The growth of cultural consumption and the trend in cultural industry development. Dongyue Tribune, 32(5), 105-107. DOI: https://doi.org/10.15981/j.cnki.dongyueluncong.2011.05.008
Liu, B. (2023). The new consumption patterns in Generation Z and guidance for their consumption behavior. Ideological and Theoretical Education, 2023(5), 99-105. DOI: https://doi.org/10.16075/j.cnki.cn31-1220/g4.2023.05.013
Liu, S. (2022). Blind-box consumption in Generation Z. China Youth Studies, 2022(2), 78-84. DOI: https://doi.org/10.19633/j.cnki.11-2579/d.2022.0023
Ou, C. (2010). A review of cultural consumption. Economist, 2010(3), 91-96. DOI: https://doi.org/10.16158/j.cnki.51-1312/f.2010.03.009
Rössel, J., Schenk, P., & Weingartner, S. (2017). Cultural consumption. In book: Emerging Trends in the Social and Behavioral Sciences (pp.1-14). Available at: https://www.researchgate.net/publication/320941138_Cultural_Consumption
Shen, Q. &Chen, J. (2022). The preference for blind-box consumption in Generation Zers. Contemporary Youth Research, 2022(3), 50-58. Available at: https://kns.cnki.net/kcms2/article/abstract?v=ifIT5_n5_GfMC1j0EMqsURKVFoUF-AFC9wfnzhpUBpwtXNpEVX0xCCtzKUM5pwc3wJ-QRh-Ca5Y44FzPyVmhKbqUhGHv1G2Cyhj96lUntkhChillGsB2On_tEb27oEGw5lDjCrYN_WmvvCz4tHmrOkyet2HVBFO0O0eXYLRhdkxuUMTGyvaFuQ==&uniplatform=NZKPT&language=CHS
Smaliukiene, R., Kocai, E., & Tamuleviciute, A. (2020). Generation Z and Consumption: how communication environment shapes youth choices. Media studies, 11(22), 24-45. Available at: https://hrcak.srce.hr/ojs/index.php/medijske-studije/article/view/9879
Wang, B. (2023). The influence of the new consumer culture on Generation Z: Mechanisms, risks, and coping measures. China Youth Studies, 2023(3), 14-21. DOI: https://doi.org/10.19633/j.cnki.11-2579/d.2023.0057
Wang, D. & Zhou, C. (2021). Blind-box buying: A new form of consumption in contemporary youth. Gansu Social Sciences, 2021(2), 120-126. DOI: https://doi.org/10.15891/j.cnki.cn62-1093/c.2021.02.017
Wang, Y. (2021). The logic behind Generation Z’s subcultural consumption. China Youth Studies, 2021(11), 88-95. DOI: https://doi.org/10.19633/j.cnki.11-2579/d.2021.0168
Wang, Y., & Yang, Y. (2023, May). Consumption Behaviors of Chinese Generation Z: Apply to Culture and Creative Products. In 8th International Conference on Financial Innovation and Economic Development (ICFIED 2023) (pp. 778-784). Atlantis Press. DOI: https://doi.org/10.2991/978-94-6463-142-5_88
Yu, C. (2022). Contemplation on the cultivation of values in youth from the perspective of cultural consumerism in the digital era. Journal of Hubei University of Economics (Humanities and Social Sciences Edition), 2022(8), 27-31. Available at: https://kns.cnki.net/kcms2/article/abstract?v=upp0mjVwiKVTHfthMp4zDCHe5oQDcY8E-WZ5VIsIckmhuaFrzD29NLbzv7_ZWqWUVIOUkwdowDP8U20DqMQtDAlkGZudYF6DgDTOhzWMpfL7WRKy_uPFWvKonYgK3orKcIhfoMLu5j5DcUo9DQfShYyqPAqnTEgXg2ZI4ffu0ygIVYvJjC4zbA==&uniplatform=NZKPT&language=CHS
Yan, X. & Wu, J. (2021). The effect of blind-box purchase on the intention of repeated buying in consumers. China Business and Market, 35(7), 85-95. DOI: https://doi.org/10.14089/j.cnki.cn11-3664/f.2021.07.009
Zhang, H. & Lu, C. (2022). Cultural identification in the consumption of local trendy brands in Chinese Generation Z. Cultural Industry Research, 2022(1), 62-75. Available at: https://kns.cnki.net/kcms2/article/abstract?v=ifIT5_n5_GdPbY4kMlXtBotlU2aOPXpbyWLQ2Sv6-KmQqJZOy_p5Z6YfKVtfVEPNuGB_iBnz3DvcZfRkJ-6RHUTzxj4RPvpHfDI6EE7M6LsaQuYUhk590Q4oopSHAask0CrQuIy9puuTs4V9Ly14U3FumiVX7IiaIME4pttoyRIlCAuPHnwhAw==&uniplatform=NZKPT&language=CHS
Zhang, L. (2023). The subcultural circle of Generation Z: A case study of Himalayas. West China Broadcasting and Television, 44(11), 60-63. Available at: https://kns.cnki.net/kcms2/article/abstract?v=ifIT5_n5_GffFAq9fwrg538QscInoDku0-oLEy-e9Y2LMMbizhaUoziceLwec2TfyMylejkd6zG7Uip_4ZJ4tGzIf9gIXUtkNHcvC3lwHzjs_qawIwbIv5Rg9pbKHubdk6S2J3ZiyM7ZKl2PPkyuW_7t1IlThoKha3iBuSUXPkA5B0iwNAMVag==&uniplatform=NZKPT&language=CHS
Zhang, L. & Yang, Y. (2021). Diversifying the supply of cultural products: A study of cultural consumption of Generation Z. Theory Monthly, 2021(5), 105-112. DOI: https://doi.org/10.14180/j.cnki.1004-0544.2021.05.013
Zhang, Z. & Liu, C. (2023). Developing digital self-awareness: The creation of new identity in digital image consumption in Generation Z. Fujian Forum (Humanities and Social Sciences Edition), 2023(8), 30-39. Available at: https://kns.cnki.net/kcms2/article/abstract?v=ifIT5_n5_GdZ9PhstWusyassySh1ZuJdZHpUEbwtLwKI3702QtJz_mE9n0x2xzsP7VZq60RUM0s2wZjPrzrLa2eGZf1yo2iqN093QJ-scS_1sTnzf_u_5EsYrdd-1baW3hwPW3xVxt5R_2wOsDTJVp7zzXqDQGajsRVYTULPBIHFbAxmpt1UnQ==&uniplatform=NZKPT&language=CHS
Zhu, D. & Zhang, J. (2022). Anime and virtual culture: New features and challenges of Generation Z’s cultural consumption. Journal of Chinese Youth Social Science, 41(5), 13-21. DOI: https://doi.org/10.16034/j.cnki.10-1318/c.2022.05.013 .
China Industry Information Network. (2019). The development status of China’s toy industry in 2019 and forecast of its development trends in 2020. Available at: http://www.chyxx.com/industry/201912/818749.html
Ding, H. & Dong, Z. (2021). Subcultural consumption in Generation Z: Characteristics and Motivations. China Newspaper Industry, 2021(16), 110-111. DOI: https://doi.org/10.13854/j.cnki.cni.2021.16.055
Gao, F. (2020). Characteristics of short video consumption in Generation Z. Journalism-Lovers, 2020(5), 40-42. DOI: https://doi.org/10.16017/j.cnki.xwahz.2020.05.009
Gu, Y. & Yuan, W. (2022). Self-pleasing consumption in Generation Z and production of popular audio-visual art. China Television, 2022(7), 20-25. Available at: https://kns.cnki.net/kcms2/article/abstract?v=ifIT5_n5_GeYaQLRjDup9HPtlJneYQ5xOhCtawNnI1yJAVz9ZhWNZreDgPhT9cD06IXa_BaWhpxkwokCfG6hdYCxJmPpeY-nhxvPZn5GNPLMGb34HkVD_zn51siElRTU1MzjuBv-IPiflKKTwW2GpMX6Q0yBo0YRpfYPi5ar_dxAWYDYujnpvA==&uniplatform=NZKPT&language=CHS
Li, L., Li, J., Du, T., & Yang, Y. (2022). The mentality of Generation Z as a group and their consumption behavior: A Literature Review. Journal of Hubei University of Economics (Humanities and Social Sciences Edition), 2022(3), 50-52. Available at: https://kns.cnki.net/kcms2/article/abstract?v=ifIT5_n5_GeM3XNiYrciom1NiutY-j-cnnUJEfCmFr2MFt6TRXeR-_bVgpn_84ZBpJIIEfh-4YN2OTFN1juluDSlugPzQBySjsfezEyk8OPozHcw3TkJ_WOzSILIvBlKTMlv-scyno4TP912KcfVsV2Bur3je2hOImOJlW-xBD1Uif_TW-22uw==&uniplatform=NZKPT&language=CHS
Lin, D. (2011). The growth of cultural consumption and the trend in cultural industry development. Dongyue Tribune, 32(5), 105-107. DOI: https://doi.org/10.15981/j.cnki.dongyueluncong.2011.05.008
Liu, B. (2023). The new consumption patterns in Generation Z and guidance for their consumption behavior. Ideological and Theoretical Education, 2023(5), 99-105. DOI: https://doi.org/10.16075/j.cnki.cn31-1220/g4.2023.05.013
Liu, S. (2022). Blind-box consumption in Generation Z. China Youth Studies, 2022(2), 78-84. DOI: https://doi.org/10.19633/j.cnki.11-2579/d.2022.0023
Ou, C. (2010). A review of cultural consumption. Economist, 2010(3), 91-96. DOI: https://doi.org/10.16158/j.cnki.51-1312/f.2010.03.009
Rössel, J., Schenk, P., & Weingartner, S. (2017). Cultural consumption. In book: Emerging Trends in the Social and Behavioral Sciences (pp.1-14). Available at: https://www.researchgate.net/publication/320941138_Cultural_Consumption
Shen, Q. &Chen, J. (2022). The preference for blind-box consumption in Generation Zers. Contemporary Youth Research, 2022(3), 50-58. Available at: https://kns.cnki.net/kcms2/article/abstract?v=ifIT5_n5_GfMC1j0EMqsURKVFoUF-AFC9wfnzhpUBpwtXNpEVX0xCCtzKUM5pwc3wJ-QRh-Ca5Y44FzPyVmhKbqUhGHv1G2Cyhj96lUntkhChillGsB2On_tEb27oEGw5lDjCrYN_WmvvCz4tHmrOkyet2HVBFO0O0eXYLRhdkxuUMTGyvaFuQ==&uniplatform=NZKPT&language=CHS
Smaliukiene, R., Kocai, E., & Tamuleviciute, A. (2020). Generation Z and Consumption: how communication environment shapes youth choices. Media studies, 11(22), 24-45. Available at: https://hrcak.srce.hr/ojs/index.php/medijske-studije/article/view/9879
Wang, B. (2023). The influence of the new consumer culture on Generation Z: Mechanisms, risks, and coping measures. China Youth Studies, 2023(3), 14-21. DOI: https://doi.org/10.19633/j.cnki.11-2579/d.2023.0057
Wang, D. & Zhou, C. (2021). Blind-box buying: A new form of consumption in contemporary youth. Gansu Social Sciences, 2021(2), 120-126. DOI: https://doi.org/10.15891/j.cnki.cn62-1093/c.2021.02.017
Wang, Y. (2021). The logic behind Generation Z’s subcultural consumption. China Youth Studies, 2021(11), 88-95. DOI: https://doi.org/10.19633/j.cnki.11-2579/d.2021.0168
Wang, Y., & Yang, Y. (2023, May). Consumption Behaviors of Chinese Generation Z: Apply to Culture and Creative Products. In 8th International Conference on Financial Innovation and Economic Development (ICFIED 2023) (pp. 778-784). Atlantis Press. DOI: https://doi.org/10.2991/978-94-6463-142-5_88
Yu, C. (2022). Contemplation on the cultivation of values in youth from the perspective of cultural consumerism in the digital era. Journal of Hubei University of Economics (Humanities and Social Sciences Edition), 2022(8), 27-31. Available at: https://kns.cnki.net/kcms2/article/abstract?v=upp0mjVwiKVTHfthMp4zDCHe5oQDcY8E-WZ5VIsIckmhuaFrzD29NLbzv7_ZWqWUVIOUkwdowDP8U20DqMQtDAlkGZudYF6DgDTOhzWMpfL7WRKy_uPFWvKonYgK3orKcIhfoMLu5j5DcUo9DQfShYyqPAqnTEgXg2ZI4ffu0ygIVYvJjC4zbA==&uniplatform=NZKPT&language=CHS
Yan, X. & Wu, J. (2021). The effect of blind-box purchase on the intention of repeated buying in consumers. China Business and Market, 35(7), 85-95. DOI: https://doi.org/10.14089/j.cnki.cn11-3664/f.2021.07.009
Zhang, H. & Lu, C. (2022). Cultural identification in the consumption of local trendy brands in Chinese Generation Z. Cultural Industry Research, 2022(1), 62-75. Available at: https://kns.cnki.net/kcms2/article/abstract?v=ifIT5_n5_GdPbY4kMlXtBotlU2aOPXpbyWLQ2Sv6-KmQqJZOy_p5Z6YfKVtfVEPNuGB_iBnz3DvcZfRkJ-6RHUTzxj4RPvpHfDI6EE7M6LsaQuYUhk590Q4oopSHAask0CrQuIy9puuTs4V9Ly14U3FumiVX7IiaIME4pttoyRIlCAuPHnwhAw==&uniplatform=NZKPT&language=CHS
Zhang, L. (2023). The subcultural circle of Generation Z: A case study of Himalayas. West China Broadcasting and Television, 44(11), 60-63. Available at: https://kns.cnki.net/kcms2/article/abstract?v=ifIT5_n5_GffFAq9fwrg538QscInoDku0-oLEy-e9Y2LMMbizhaUoziceLwec2TfyMylejkd6zG7Uip_4ZJ4tGzIf9gIXUtkNHcvC3lwHzjs_qawIwbIv5Rg9pbKHubdk6S2J3ZiyM7ZKl2PPkyuW_7t1IlThoKha3iBuSUXPkA5B0iwNAMVag==&uniplatform=NZKPT&language=CHS
Zhang, L. & Yang, Y. (2021). Diversifying the supply of cultural products: A study of cultural consumption of Generation Z. Theory Monthly, 2021(5), 105-112. DOI: https://doi.org/10.14180/j.cnki.1004-0544.2021.05.013
Zhang, Z. & Liu, C. (2023). Developing digital self-awareness: The creation of new identity in digital image consumption in Generation Z. Fujian Forum (Humanities and Social Sciences Edition), 2023(8), 30-39. Available at: https://kns.cnki.net/kcms2/article/abstract?v=ifIT5_n5_GdZ9PhstWusyassySh1ZuJdZHpUEbwtLwKI3702QtJz_mE9n0x2xzsP7VZq60RUM0s2wZjPrzrLa2eGZf1yo2iqN093QJ-scS_1sTnzf_u_5EsYrdd-1baW3hwPW3xVxt5R_2wOsDTJVp7zzXqDQGajsRVYTULPBIHFbAxmpt1UnQ==&uniplatform=NZKPT&language=CHS
Zhu, D. & Zhang, J. (2022). Anime and virtual culture: New features and challenges of Generation Z’s cultural consumption. Journal of Chinese Youth Social Science, 41(5), 13-21. DOI: https://doi.org/10.16034/j.cnki.10-1318/c.2022.05.013 .
How to Cite
Zhang, X. (2025). Cultural Consumption of Chinese Generation Z. Science Insights, 46(2), 1749–1755. https://doi.org/10.15354/si.25.re1156
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