Understanding the Consumer Behavior of the Younger Generation in Determining Demand for Trendy Products
Keywords:
Consumer Behavior, Demand Theory, Generation Z, Purchase Intention, Trendy Products.Abstract
Trendy products attract considerable attention among younger consumers, yet purchasing interest can change rapidly as digital exposure, social influence, and product evaluations evolve. This study examined how consumer behavior contributes to demand for trendy products through the distinction between price-induced changes in quantity demanded and non-price shifts in demand. A qualitative conceptual literature review synthesized ten scholarly articles addressing Generation Z consumption, digital commerce, fashion purchasing, promotional incentives, and behavioral influences. The analysis organized evidence around preferences, income, prices of related goods, expectations, and the number of potential buyers. The synthesis indicated that perceived prices and discounts influence purchasing intentions, while peer communication, influencer exposure, and product evaluations may alter preferences independently of price changes. Purchasing power constrains the conversion of favorable attitudes into effective demand, and anticipated scarcity or fear of missing out may influence purchase timing. Changing preferences can theoretically shift demand and affect equilibrium prices and quantities, depending on supply conditions. However, the reviewed studies primarily addressed purchase intentions rather than observed price–quantity relationships. The study contributes a conceptual framework separating purchasing motivation, effective demand, and market adjustment. Transaction-level and longitudinal research is needed to test these mechanisms and estimate their effects across consumer groups and products.
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