PriMera Scientific Medicine and Public Health (ISSN: 2833-5627)

Research Article

Volume 8 Issue 4

Generation Z Consumer Decision-Making Styles: Cross-sectional Study in South Africa

Teboho Abram Moloi* and Kholofelo Matjea

April 07, 2026

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Abstract

Background: The internet has surely altered many facets of human existence. Innovations, particularly in information and technology, are critical drivers of economic and social progress.

Aim: The aim of the study is to determine factors that influence Gen Z shopping decision-making style.

Setting: This study was quantitative cross-sectional conducted in South Africa.

Material and Methods: A convenient sampling was used to sample the participants. The data was collected through a self-administered questionnaire measuring the Gen Z consumer decision-making styles. The data collected was analysed using IBM-SPSS version 30.0. Pearson’s correlation and regression analysis was used to test relationships between variables. The Kruskal-Willis test was conducted to determine if there are differences between group. A p-value < 0.05 was considered statistically significant.

Results: The study involved 193 respondents, of whom 131 (68.2%) were aged 23 - 26 years, while 62 (31.8%) were aged 18 - 22 years. The majority of the respondents 98 (50.8%) were males, 91 (51.3%) were working, 149 (77.2%) have been using internet for 9 years or more, and 106 (54.9%) preferred both online-shopping and traditional-shopping. We found that brand loyalty shopper (p-value < 0.001), brand consciousness (p-value < 0.001), and traditional shopping confidence (p-value = 0.001), had a statistically significant impact on quality consciousness. We also found that there was no statistically significant difference between online shopping, traditional shopping and both online shopping (p-values = 0.468).

Conclusion: The study found a correlation between quality consciousness and brand loyal shopper, brand consciousness, online store loyalty, online shopping confidence, and traditional shopping confidence. We also found that there were no differences between the preferred shopping methods when it comes to quality consciousness.

Contribution: This study contributed to a better understanding of the loyalty of Gen Z to brands, or their tendency to frequently switch brands based on novelty, trends, or social media recommendations.

Keywords: Generation Z; Quantitative; Decision-making style; Online shopping; Traditional shopping South Africa

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