The Consumer Behavior of Generation Z: An Impact in Modern Marketing Innovations

Digital native consumers are reshaping how brands engage their audiences, driving innovation in marketing. Their demand for transparency, personalization, and social consciousness is pushing brands to adapt. With strong influence and purchasing power, they’re setting trends that redefine modern marketing through digital engagement and authenticity. This study aims to investigate their traits and desires, as well as how marketing innovations affect their purchasing behaviors. The study employed descriptive research design and used a survey questionnaire to gather data from 204 respondents. The data gathered were analyzed and interpreted using Frequency and Percentage, Weighted mean, Standard Deviation, Mann-Whitney test, Kruskal-Wallis test, and Dunn’s pairwise test. The respondents were 20-21 years old, female, with a Bachelor of Science in Business Administration major in marketing management and a weekly allowance of Php801.00 to Php1,200.00. The respondents believed or agreed on their level of buying behavior as to self-esteem, mood, and trends which resulted to an extent that there is an influence on their buying behavior as to Generation Z population. The sex and course have no significant difference in the level of buying behavior of the respondents which is why the hypothesis is accepted while the age and allowance of the respondents show a significant difference in the buying behavior as to self-esteem, mood, and trends, it implies that the hypothesis is rejected. Future studies should include Generation Z students from different universities, including student leaders, and consider factors like year level and religion. Along with mood, trends, and self-esteem, brand perception can be added as a variable to help show how digital advertising and reliability influence brand loyalty. Furthermore, a future study could compare Generation Z’s buying patterns with those of Millennials or Generation Alpha to determine how consumer behavior is transforming.