October 1, 2025SAGE OpenOpen Access

Determinants of Splurge Consumption Behavior Among Generation MZ Effects on Satisfaction, Word-of-Mouth, and Repurchase Intention

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Trends significantly impact word-of-mouth among generation MZ, enhancing engagement.
Structural equation modeling using data from 265 respondents highlights key consumption behavior factors.
The study observes that consumer behavior diverges based on value orientations—hedonic versus utilitarian.
Marketing strategies must align with trends affecting the food and beverage consumption patterns of generation MZ.

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Structural equation modeling reveals trends influence word-of-mouth and consumer behavior in generation MZ, suggesting targeted marketing strategies.

Cha et al. (2025) studied this question.

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Structural equation modeling reveals trends influence word-of-mouth and consumer behavior in generation MZ, suggesting targeted marketing strategies.