What question did this study set out to answer?

This research aims to identify the key factors that influence Millennials and Generation Z in their purchasing decisions toward fast-moving consumer goods.

July 1, 2026Open Access

Factors Influencing the Purchasing Decisions of Thenew Generation Towards Fast-Movingconsumer Goods (Fmcg)

Key Points

This research aims to identify the key factors that influence Millennials and Generation Z in their purchasing decisions toward fast-moving consumer goods.
Analyzed the impact of digital integration, including social media and eWOM, on purchasing behavior.
Investigated psychological influences and price elasticity in consumer choices.
Conducted a comprehensive literature review on emerging trends in FMCG consumption.
Found that digital engagement significantly drives purchase conversion among younger consumers.
Identified a pronounced intention-behavior gap regarding sustainable practices, where consumers desire eco-friendly options but resist higher prices.
Revealed that visual merchandising and packaging are crucial in triggering impulse buys in saturated markets.

Abstract

This study investigates the evolving factors influencing the purchasing decisions of the new generation—specifically Millennials and Generation Z—towards Fast-Moving Consumer Goods (FMCG). While the FMCG sector has historically relied on sustained brand equity and affective loyalty, recent socio-economic and technological shifts have rendered these traditional models increasingly insufficient. Addressing a notable gap in contemporary consumer behaviour literature, this paper critically analyses the multidimensional matrix of digital, economic, ethical, psychological, and tangible determinants driving modern consumption. A comprehensive review reveals that digital integration, particularly electronic word-of-mouth (eWOM) and social media engagement, is a fundamental prerequisite for purchase conversion. Furthermore, emerging demographics exhibit acute price elasticity and transactional loyalty, frequently abandoning legacy brands in favour of dynamic promotional value. Although conscious consumerism is highly prevalent, a significant intention-behaviour gap persists; consumers desire sustainable practices but are largely unwilling to absorb the associated "green premium," necessitating cost-parity strategies. Beyond economic factors, internal psychological motivations and normative social influences dictate that FMCG products are increasingly utilized for symbolic consumption and social signalling. Finally, in saturated retail environments, physical presentation acts as a crucial heuristic trigger, with optimized packaging functioning as a "silent salesperson" to stimulate trial and impulse purchases. Ultimately, this research concludes that FMCG enterprises must abandon static retention strategies in favour of highly agile, holistic approaches. By aligning digital engagement, competitive pricing, scalable sustainability, and compelling visual merchandising, practitioners can successfully secure deep-rooted product adoption among emerging consumer cohorts.

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