GEN Z AND THE DIGITAL MARKETPLACE: UNDERSTANDING CONSUMER BEHAVIOUR IN THE AGE OF DOPAMINE AND DARK PATTERNS

Generation Z, the most developed generation to date, has significantly influenced many economic and social fields. This research paper examines how these digital natives affect consumer behaviour and the implications for today’s markets. In a dopamine-driven society, which focuses on instant gratification and planned impulsivity, various issues can arise, such as dark patterns. This project aims to look at these cognitive designs and highlight instances of misuse related to creating a world of social media and closely controlled consumption. Additionally, this review seeks to draw conclusions by analysing risk-taking and consumption, the benefits of these behaviours, and the growth of the digital economy. It will assess the potential of the digital economy for long-term sustainability and trust concerning Gen Z’s contributions. Keywords: Generation Z, Consumer Behaviour, Digital Marketplace, Dopamine, Dark Patterns