Generation Z Consumers’ Balance Between Online Shopping and Basic Needs in the Era of Digital Discounts

The expansion of e-commerce and digital promotions has increased purchasing opportunities for Generation Z while raising concerns about balancing online shopping with essential needs. This study synthesized six empirical studies conducted in Indonesia to examine promotional purchasing influences, financial management factors, and implications for essential expenditure. A narrative literature review employed thematic synthesis of reported quantitative and qualitative findings without collecting primary data. Flash sales showed consistent positive associations with impulsive buying and purchase intention, while customer reviews were associated with purchase intention. Findings concerning fear of missing out and live shopping were less consistent across the reviewed studies. Qualitative evidence suggested that buy-now-pay-later facilities reduced the perceived immediate burden of payment and could obscure future obligations. Digital financial literacy was negatively associated with consumptive online shopping, while financial literacy and attitudes were positively associated with personal financial management. Financial socialization was linked to management indirectly through literacy rather than through a significant direct association. A conceptual framework and six propositions were developed to connect promotional stimuli, payment mechanisms, behavioral regulation, and essential-needs prioritization. Because none of the included studies directly measured essential-needs budget protection, the proposed relationships require future empirical testing using actual expenditure allocation, savings, and deferred-payment indicators.