Generation Z is growing up in a new era in which technology has become a way of life. From ordering food, clothes, watching entertainment to talking with friends, pretty much any sort of thing can be done by way of a cellphone. This convenient approach has also influenced young people’s lifestyle. The hedonic lifestyle is a visible lifestyle among the Generation Z, in which pleasure, comfort, enjoyment and personal fulfillment are emphasized. Impulse purchasing, online order of food, cafés, skincare items, gaining entertainment through social media are just some of the ways. These activities are made easier by technology as people can acquire what they want with less effort and time.
Generation Z’s common ground behaviour of hedonic consumption is impulse buying. There are numerous chances to purchase things rapidly from online shopping platforms. Discounts, flash sales, free shipping, vouchers, and selling some good-looking items can make young people purchase things even if they didn’t intend to purchase them before. When people feel they can get a bargain for the purchase can also work as an excitement and good feeling. This is in line with the results of the study related to online shopping environments and impulsive buying behavior conducted in Indonesia, in which consumers face influential offers resulting from online marketing, which can trigger their impulse to buy products that the retailer is promoting (Fahriansah et al., 2023).
There is an important part left in social media in relation to this lifestyle too. In addition to using Instagram and TikTok for communication and entertainment, they use it as a source of information on products. Product snippets, reviews and ads may create the astute idea of an intriguing necessity. For instance, a person can check out an advertisement for clothes or skin care and all of a sudden become interested in purchasing the same product. Djafarova and Bowes (2021) discovered that Instagram can form members of Generation Z’s impulse purchasing behavior, particularly via social media content and recommendations.
This experience is made even more interesting by TikTok, as entertainment and shopping can both be done on the same platform. Short videos, following trends, recommendations of products and direct purchasing for young people. Another novel experience of “live shopping” is that they are able to communicate with the selling center and get special offers while shopping from home. The entertainment value and purchase convenience of the brand combination will boost the tendency to engage in hedonic shopping among Generation Z (Humairoh et al., 2023). Buying is not just about satisfying a need, it can be a fun thing to do as well.
One such example is ordering food using e-commerce food delivery apps like Grab or Gojek. Ordering food online is not always a matter of necessity for many youths. They sometimes buy their favourite meal when they wish to relax, treat themselves or when after a busy day they want something as well. With the convenience of online food delivery, this activity is made easier because items can be ordered from those online without having to leave home. Greater Jakarta’s research on Generation Z indicates a number of factors related to a decision to consume online food delivery services (Siregar et al., 2026), including factors of convenience and personal preferences.
Young people like to visit cafes as well. There are many reasons to go to a café, whether it’s to catch up with friends, study, do work, take photos, or just experience the ambiance. Some cafes grow in popularity due to the design, meals, music or simply their look. The experience could be as significant as the food and beverages. Photographs can also enhance the enjoyment of the activity by providing an opportunity for people to share their experiences with others, by taking a “pictorial photograph” and showing their lifestyle through social media platforms to friends.
This is also true of shopping for skin care and fashion. Generation Z is more likely to be looking at appearance and to follow in with trends. Purchasing skin care products, cosmetics, fashion items, purses or other vital products of living can supply personal satisfaction. Elgeka and Tania (2024) conducted a study to see if there was a relationship between hedonic shopping motives and impulse purchases of skincare products among Gen Z consumers, and they revealed the results when buying skincare products, hedonic shopping motives and impulse purchases were linked. This indicates that much besides functional requirements can influence an individual’s shopping activities, including emotions and enjoyment.
Another factor that could contribute to the choice of a hedonic lifestyle for Generation Z may be self-reward. Once an assignment has been done, an exam passed, a salary received or a stressful week coming to an end, one may succumb to the temptation to buy their favorite food, go to a café, accomplish some online shopping or catch some movie. These activities can create a feeling of happiness and relaxation. If carried out in a reasonable manner, self-reward can be a good reward for personal effort.
The people around Gen Z can also shape how they enjoy their daily lives. Spending time with friends may involve visiting cafés, trying popular food, shopping, or joining activities that are currently popular. When these activities are often shared by friends, young people may become interested in doing them too because they do not want to feel different from their social group. Social media can strengthen this influence because people can easily see the activities, products, and places enjoyed by others. A café, food menu, skincare product, or fashion item can become attractive after appearing repeatedly on TikTok or Instagram. Trends can spread quickly through these platforms and encourage young people to try something before it becomes less popular. This situation is related to hedonic shopping because the activity can provide enjoyment while also following current trends. Research shows that hedonic shopping, lifestyle, and impulse buying are connected to the consumption behavior of Generation Z (Humairoh et al., 2023). Furthermore, this digital connectivity ensures that lifestyle trends are continuously reinforced, making it harder for young individuals to disconnect from modern consumerist expectations.
A hedonic lifestyle, however, can also be problematic when they find themselves unable to control themselves when enjoying life. Tending to trends, and online promotions, all the time can make individuals feel compelled to acquire new items. Social media can also lead to gained societal pressure to consume what other people are doing. People that fear that they could be left behind may buy products without evaluating their necessity. The condition may encourage Gen Z’s impulsive purchasing habits (Fahriansah et al., 2023).
Restricting and limiting other expenses can lead to a financial dilemma too, such as costs from entertainment, food delivery, shopping, and frequenting coffee shops. A person might have an initial pleasure in the activity, only for them to turn around later and come to regret the expenditure on something they really did not require. Hence, a ‘hedonic lifestyle’ can not only be synonymous with a ‘bad lifestyle’ but also with a ‘good lifestyle’. Food, shopping, travelling and spending time in cafés is a normal part of life. The key to it is the control invested in the spending of individuals and the difference between their needs and wants.
To conclude, the pleasure-oriented lifestyle of Generation Z has a close relationship with the development of the digital world. Nowadays, young people have many choices to gain happiness and satisfaction, such as shopping through online stores, using social media, ordering food, visiting cafés, taking care of their appearance, and giving themselves rewards. Digital platforms make these activities feel more convenient, faster, and more interesting. However, enjoying these things still needs to be accompanied by awareness of financial responsibilities and personal needs. Understanding the way digital platforms shape the shopping decisions and lifestyles of Generation Z can help young people enjoy modern life while still making responsible choices, ensuring that personal freedom goes hand in hand with financial mindfulness (Djafarova & Bowes, 2021; Fahriansah et al., 2023; Elgeka & Tania, 2024; Siregar et al., 2026).
By: Nihal istikomah
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