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August 26, 2025Finance & EconomicsOpen Access

The Impact of Generation Z’s Self-Indulgent Consumption: A Case Study of Bubble Mart

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Generation Z’s consumption motivations have shifted from utilitarian to emotionally driven impulses, changing market dynamics.
Empirical findings indicate that hedonic rewards, like the thrill of unboxing, significantly influence purchasing decisions.
The research uses structured questionnaires to analyze consumption behaviors in the context of Bubble Mart's marketing strategies.
Failure to address challenges like product quality and consumer rights may threaten the long-term success of this consumption trend.

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Case study reveals emotional consumption patterns in Generation Z, highlighting challenges in sustainability and marketing strategies.

Zhiyong Song (2025) studied this question.

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