Dynamics of development of consumer preferences and behavioral patterns of generation Z in the digital economy

Relevance. In 2023, representatives of Generation Z entered into active competition in the labor market and began to increase their marketing potential, which made this segment of consumers attractive to companies from different fields. Marketers and business development managers continue to study the consumer preferences and behavioral patterns of Generation Z, born in the digital age. The purpose of the study is to study the dynamics of the development of consumer preferences and behavioral patterns of generation Z in the digital economy. Objectives: to study the dynamics of consumer behavior in the field of e-commerce and methods of online and offline payment; to study the dynamics of consumer preferences of generation Z in the field of reading information from electronic devices. Methodology. A questionnaire of 37 questions has been developed, divided into 4 groups. 300 respondents from Generation Z living in Moscow and the Moscow region took part. The answers were collected using the Google Forms online resource. The study was conducted at the Faculty of Economics of Lomonosov Moscow State University in the Laboratory of Applied Industry Analysis under the supervision of Professor L. V. Lapidus. Results. It was revealed that from 2019 to 2022, the proportion of respondents who prefer non-cash payment methods increased significantly. The proportion of respondents who pay for purchases online has also increased. The proportion of Generation Z representatives is growing, who find it more convenient to pick up purchases from order pick-up points than to deliver via courier. Conclusions. identification of trends in the development of consumer habits and behavioral patterns: the growth of consumption in online stores and marketplaces; minimization of communications in the "person-to-person" system when paying and receiving online purchases; multiscreen a combination of devices of different types to solve everyday tasks. Based on the results and conclusions of the study, recommendations were formulated for companies engaged in various types of interaction with representatives of Generation Z.