Generational Shifts in Consumption Across Continents

doi:N/A

eISSN: None / ISSN: 1010-7347

Journal of International Marketing and Marketing Research

2023, Volume 1, Issue 2 : 1-8

Research Article

Generational Shifts in Consumption Across Continents

Marcus J. Bennett

Nandini Sharma

Diego Marques

Department of Global Consumer Psychology, University of Amsterdam, Netherlands

School of Interdisciplinary Market Behavior, Indian Institute of Business Studies, New Delhi, India

Faculty of International Economic Sociology, University of São Paulo, Brazil

Abstract

Consumption patterns have undergone major generational shifts due to globalization, technological diffusion, demographic change, and evolving cultural values. These shifts differ widely across continents as generations respond uniquely to social mobility, digital access, income growth, sustainability concerns, and cultural identity. This study compares consumption behavior across four generations—Baby Boomers, Generation X, Millennials, and Generation Z—across key global regions including North America, Europe, Asia, Africa, and South America. Using survey datasets from 2,143 respondents, regional market reports, and academic literature, the study identifies influences such as digital shopping adoption, sustainability values, informal economies, and brand loyalty. A generational consumption framework is proposed to help policymakers, marketers, and global firms understand demographic transitions.

Keywords

Generational Consumption

Global Markets

Consumer Behavior

Digital Economy

Sustainable Consumption

Cross-Cultural Trends

License

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