Digital Consumption as a Mirror of Identity, Emotion, and Social Belonging: A Phenomenological Insight into Generation Z in Indonesia
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Abstract
Digital consumption has become a multifaceted aspect of economic life, particularly for Generation Z who navigate online platforms as spaces for purchasing, self-expression, and social interaction. This study investigates the lived experiences of Indonesian urban youth aged 19–25, focusing on how digital consumption reflects identity construction, emotional needs, and social belonging. Using a descriptive phenomenological approach, in-depth semi-structured interviews were conducted with 12 active digital consumers. Data were analyzed through thematic reduction to uncover the essence of their experiences. Findings reveal four interconnected themes: consumption as a medium of identity signaling, a tool for emotional relief and psychological escape, a response to peer influence and digital conformity, and a site of internal negotiation between desire and rationality. These insights demonstrate that online shopping extends beyond functional transactions, encompassing symbolic, emotional, and relational dimensions that shape self-perception and group affiliation. The study contributes to consumer behavior scholarship by integrating phenomenological perspectives into digital economic research and offers practical implications for marketers, educators, and policymakers aiming to address the psychological and cultural dynamics of youth consumption in the platform economy.
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