School of Business

Future Trends in Consumer Behavior

Document Type

Article

Abstract

Consumer behavior is constantly evolving. Factors contributing to this evolving landscape include the growing reliance on digital technology and its consequent mindset and lifestyle changes (Zolfagharian and Yazdanparast 2019), the generational shifts and specifically, the increasing appeal of Generation Z as a major target market (Thangavel et al. 2022; Ameen et al. 2023), the shared experiences of living through a global pandemic (Mason et al. 2020; Alzaidi and Agag 2022), and the increasing importance of sustainability, ethical consumption, social responsibility, and diversity, equity, and inclusion (DEI; Nguyen and Johnson 2020), among others. As such, understanding and responding to consumer behavior trends is fundamental to crafting impactful marketing strategies and creating a positive customer experience. It is pertinent for organizations in any industry and context, from higher education to healthcare, retail, and manufacturing, to understand factors that drive change in consumer behavior and to be prepared for what is to come.

Publication Title

Journal of Consumer Behaviour

Publication Date

2025

ISSN

1472-0817

DOI

10.1002/cb.70024

Keywords

consumer behavior

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