Background and Aim: With Generation Y emerging as the primary consumer group, their behavior and preferences play a critical role in shaping traditional product markets. In Yunnan Province, ceramic products like Jian Shui purple pottery face challenges in appealing to younger consumers. This study aims to explore Generation Y’s behavior and consumer demand toward ceramic products, focusing on five key dimensions that influence their purchasing decisions. Materials and Methods: This research adopts a mixed-methods approach. A structured questionnaire was distributed to 102 Generation Y respondents in Yunnan Province, targeting five core aspects: functionality, cultural symbolism, personalization, environmental sustainability, and aesthetics. In addition, expert interviews with three senior ceramic professionals were conducted to provide qualitative insights and contextual interpretation of survey findings. Results: The findings indicate that Generation Y consumers prefer ceramic products that combine practicality with emotional and aesthetic value. They seek products that are culturally resonant yet modern, highly personalized, environmentally responsible, and visually minimalistic. These five behavioral dimensions reflect a shift toward identity-driven, ethical, and lifestyle-integrated consumption. Conclusion: These results confirm that Generation Y consumers evaluate ceramic products through a holistic lens—blending functionality with emotional resonance, heritage with innovation, and ethics with aesthetics. The study offers both theoretical understanding and practical guidance for modernizing traditional ceramic design and marketing strategies to align with generational expectations.
Zhao et al. (Sat,) studied this question.
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