Gen-Alpha and buying behaviours: discerning, smart and mindful buyers

Purpose With the exponential growth of technologies, consumers’ buying behaviours have already been transformed. The existing business and marketing research is abundant on the shopping behaviours of Generation Z or adolescents. However, very little information is available about the future consumers, known as Gen-Alpha. Currently, minors, however, contribute significantly to families’ purchasing decisions. Therefore, the purpose of the research is to explore and offer valuable insights into Gen-Alpha’s buying behaviour and distinct characteristics, helping to inform future business strategies and marketing approaches. Design/methodology/approach The research used a qualitative approach, conducting eight in-depth interviews with participants aged 11–14. Both Gen-Alpha boys and girls took part in semi-structured interviews. Findings Thematic analysis of the interviews provided valuable insights into Gen-Alpha’s buying behaviour, revealing that they are sensible and mature consumers. Unlike impulsive buyers, Gen-Alpha is not easily influenced by design and marketing strategies. Instead, they exhibit discernment, intelligence, mindfulness and critical thinking prioritising quality and customer reviews. Their purchasing patterns are primarily need-based. Additionally, they are well-versed in online shopping techniques and demonstrate increasing autonomy in purchasing decisions. Practical implications Businesses can enhance transparency through verified reviews, detailed product descriptions and price comparisons, while educators can integrate digital literacy and financial awareness programmes. Additionally, policymakers can use these insights to develop consumer protection policies tailored to young digital shoppers. Originality/value This pioneering research is among the first in Malaysia to explore Gen-Alpha’s buying behaviour in depth providing valuable insights for marketing and business research. Businesses can enhance transparency through verified reviews, detailed product descriptions and price comparisons, while educators can integrate digital literacy and financial awareness programmes. Additionally, policymakers can use these insights to develop consumer protection policies tailored to young digital shoppers. Large-scale studies are recommended to gain deeper insights into Gen-Alpha’s purchasing patterns and enhance marketing strategies.