Beyond the Transaction: Understanding the Subjective Experience of Digital Consumption Among Generation Z

Abstract

Digital consumption has become a defining aspect of modern economic behavior, particularly among Generation Z who actively engage in online purchasing through platform-based technologies. While prior research has examined patterns and predictors of online consumer behavior, little is known about how young individuals experience and assign meaning to their digital consumption decisions. This study addresses that gap by exploring the subjective, lived experience of Generation Z in navigating digital marketplaces: How do digital consumers perceive and interpret their purchasing behavior in everyday life? Using a descriptive phenomenological approach, this study captures the essence of digital consumption as experienced by individuals aged 19–25 in urban Indonesia. Data were collected through in-depth semi-structured interviews with 12 participants and analyzed using thematic reduction based on Husserlian phenomenology. The findings revealed four core themes: digital consumption as identity construction, emotional relief, social conformity, and internal negotiation. These themes illuminate the complex psychological and social dimensions of consumption that extend beyond rational decision-making. The results suggest that online shopping serves not only practical needs but also emotional, symbolic, and relational functions, shaping how young individuals construct their sense of self and navigate social belonging. These insights contribute to a more human-centered understanding of economic behavior in digital contexts and offer a meaningful alternative to purely behaviorist models. The study highlights the importance of integrating phenomenological perspectives into economic research and opens pathways for future investigations into the emotional and existential dynamics of digital consumption.