Factors Influencing Brand Loyalty among Generation Z Consumers: A Study of Preferences, Perceptions and Behaviours
Author : Pooja Jagatnarayan Dixit
Abstract :
Brand loyalty has long been conceptualized as a cornerstone of sustainable brand equity and competitive advantage in marketing scholarship. However, its contemporary manifestations, especially among Generation Z—a digitally native, socially conscious and highly interconnected generational cohort—require renewed theoretical interrogation and empirical validation. This research endeavors to explore the underlying factors that contribute to the cultivation and maintenance of brand loyalty among Gen Z consumers, with particular emphasis on the interplay between emotional engagement, ethical congruence, digital interactivity and peer influence. Leveraging a sequential explanatory mixed-method design, the study integrates a structured survey of 300 respondents aged 18 to 27 across urban centers in India with in-depth semi-structured interviews of 20 participants who demonstrate active digital brand interaction.
Generation Z, the cohort born between the mid-1990s and early 2010s, represents a significant and influential segment of modern consumers. This conceptual paper explores the multifaceted factors influencing brand loyalty among Gen Z consumers, focusing on their unique preferences, perceptions and behavioural patterns. Drawing on existing literature, the paper identifies key determinants such as digital engagement, brand authenticity, social media influence, sustainability consciousness and personalized experiences. The study aims to offer a conceptual framework that highlights how these elements interact and shape brand loyalty within this dynamic consumer group. Implications for marketers and future research directions are also discussed.
Keywords :
Brand loyalty, Generation Z, consumer behaviour, digital engagement, emotional engagement, ethical congruence, digital interactivity, peer influence.
