Cognitive Decisions in The New Age of Consumerism: A Gen-Z Perspective

This book, Cognitive Decisions in the New Age of Consumerism: A Gen Z Perspective, brings together original research studies undertaken by undergraduate marketing students specializing in Consumer Behavior at ARKA JAIN University. The volume examines how Generation Z navigates purchasing decisions within India’s rapidly transforming digital  marketplace, where technology, social platforms, sustainability concerns, and evolving cultural expectations intersect to reshape modern consumerism. 

The collected chapters draw from empirical work conducted through structured surveys, frequency analyses, Likert-scale measurements, and cross-tabulated insights. These studies explore diverse yet interrelated themes, including the influence of Corporate Social Responsibility on consumer trust through contemporary examples such as sustainability-driven initiatives in the Indian technology sector; the impact of digital nativity on engagement with IT services, platform choices, and personalized online experiences; shifting habits in food delivery and fashion consumption shaped by post-pandemic behaviors; growing attention toward sustainable practices and eco-conscious preferences; and the behavioural balance between local brand affinity and global brand aspirations. Each contribution links practical observations with foundational the ories, including Stakeholder Theory and established consumer behavior models, to contextualize findings within the broader Indian market landscape.