Alternative Consumption Power: Insights into Z GenerationS Replacement Consumption Behavior

Seeking replacement is actually a proactive lifestyle change and an effort to adjust the relationship between oneself and external objects. From previously comparing who bought the most expensive goods, what luxury brands were purchased, to now comparing who buys items with better value for money. This generation of young people is becoming more frugal, starting to budget meticulously, abandoning wild spending, and advocating for reverse consumption. The 2023 China Catering Consumption Trends report indicates that the catering industry consumption has already shown characteristics of the fourth consumption era, where consumers increasingly emphasize simplicity and shared consumption experiences. The trend of reverse consumption gaining popularity among young people reflects contemporary youths shift in attitude towards life and a reassessment of their self-needs.