Generational Differences in Purchase Intentions: A Systematic Review of Influencing Factors and Theoretical Frameworks

Authors

  • Tussi Sulistyowati1 Universitas 17 Agustus 1945 Surabaya
  • Pardomuan Pardosi Universitas 17 Agustus 1945 Surabaya
  • Khairil Anwar Universitas 17 Agustus 1945 Surabaya
  • Agtovia Frimayasa Universitas 17 Agustus 1945 Surabaya
  • Irwin Sukrisno Sugeng Universitas Bina sarana Informatika

DOI:

https://doi.org/10.61991/ijeet.v3i1.128

Keywords:

Generational Differences, Purchase Intentions, Theory of Planned Behavior (TPB), eWOM (electronic Word of Mouth), FOMO (Fear of Missing Out

Abstract

This study is a qualitative descriptive study based on an SLR using the SPAR-4-SLR protocol to comprehend the contribution of generational differences to consumer purchase intentions. The review incorporates quantitative studies published between 2020 and 2024 and discusses the shopping behavior of Baby Boomers, Generation X, Millennials (Generation Y), and Generation Z. Out of a total of 2,945 Scopus documents, 29 articles were selected through a systematic study identification, data extraction, and thematic analysis based on three research questions. The findings reveal that Generation Z is impacted most by emotional connection, fear of missing out (FOMO), and sustainability values; Millennials by digital engagement, experiential consumption, and personal attitudes; Generation X by product quality and brand trust; and Baby Boomers by product performance and long-term trust. Mediating and moderating forces such as consumer trust, environmental awareness, digital engagement, and self-efficacy also explain these generational differences. Several conceptual models—spanning behavioral, psychological, and social realms—describe the intricacy of purchase intentions and the influence of technology and generational identity. The study presents managerial implications for marketers and companies in creating specific strategies, products, and communication for each generation. Future studies need to look at cultural and contextual variations, observe generational behavior longitudinally, and examine the influence of the newest and newest technologies, like virtual reality and AI-powered sites, on the choice of consumers.

Downloads

Download data is not yet available.

References

Abrar, M., Sibtain, M. M., & Shabbir, R. (2021). Understanding purchase intention towards eco-friendly clothing for generation Y & Z. Cogent Business and Management, 8(1). https://doi.org/10.1080/23311975.2021.1997247

Agil, H., Ahmad, A. L., & Azlan, A. A. (2022). The impact of social media advertising features on the purchase intention of the Malay millennial consumer. SEARCH Journal of Media and Communication Research, 14(3), 59–73. http://search.taylors.edu.my

Arachchi, H. A. D. M., & Samarasinghe, G. D. (2023). Influence of corporate social responsibility and brand attitude on purchase intention. Spanish Journal of Marketing - ESIC, 27(3), 389–406. https://doi.org/10.1108/SJME-12-2021-0224

Baltaci, D. Ç., Durmaz, Y., & Baltaci, F. (2024). The relationships between the multidimensional planned behavior model, green brand awareness, green marketing activities, and purchase intention. Brain and Behavior, 14(6). https://doi.org/10.1002/brb3.3584

Bevan-Dye, A., & G. Motaung, L. (2023). Ascertaining the antecedents of Generation Y consumers’ perceived utility of celebrity influencers’ fashion content on Instagram and consequent fashion brand predispositions and purchase intentions. Innovative Marketing, 19(4), 81–94. https://doi.org/10.21511/im.19(4).2023.07

Bilal, M., Zhang, Y., Cai, S., Akram, U., & Luu, N. T. M. (2023). Unlocking luxury purchase intentions in China: A study of consumer attitude, perceived value, and the moderating effect of perceived enjoyment. Acta Psychologica, 240, 104048. https://doi.org/10.1016/j.actpsy.2023.104048

Bläse, R., Filser, M., Kraus, S., Puumalainen, K., & Moog, P. (2024). Non‐sustainable buying behavior: How the fear of missing out drives purchase intentions in the fast fashion industry. Business Strategy and the Environment, 33(2), 626–641. https://doi.org/10.1002/bse.3509

CEMPENA, I. B., BRAHMAYANTI, I. A. S., ASTAWINETU, E. D., PANJAITAN, F. B. A. K., KARTINI, I. A. N., & Panjaitan, H. (2021). The Role of Customer Values in Increasing Tourist Satisfaction in Gianyar Regency, Bali, Indonesia. Journal of Asian Finance, 8(8), 553–0563. https://doi.org/10.13106/jafeb.2021.vol8.no8.0553

Chiu, C. L., & Ho, H.-C. (2023). Impact of Celebrity, Micro-Celebrity, and Virtual Influencers on Chinese Gen Z’s Purchase Intention Through Social Media. Sage Open, 13(1). https://doi.org/10.1177/21582440231164034

Daowd, A., Hasan, R., Eldabi, T., Rafi-ul-Shan, P. M., Cao, D., & Kasemsarn, N. (2020). Factors affecting eWOM credibility, information adoption, and purchase intention on Generation Y: a case from Thailand. Journal of Enterprise Information Management, 34(3), 838–859. https://doi.org/10.1108/JEIM-04-2019-0118

Dua, P., & Uddin, S. M. F. (2022). Impact of perceived website cues on purchase experience and e-purchase intention of online apparel buyers. International Journal of Electronic Business, 17(2), 204. https://doi.org/10.1504/IJEB.2022.121978

Duong, C. D. (2022). Big Five personality traits and green consumption: bridging the attitude-intention-behavior gap. Asia Pacific Journal of Marketing and Logistics, 34(6), 1123–1144. https://doi.org/10.1108/APJML-04-2021-0276

Febriandika, N. R., Wijaya, V., & Hakim, L. (2023). Gen-Z Muslims’ purchase intention of halal food: Evidence from Indonesia. Innovative Marketing, 19(1), 13–25. https://doi.org/10.21511/im.19(1).2023.02

Ghouse, S. M., Duffett, R. G., & Chaudhary, M. (2022). How Twitter advertising influences the purchase intentions and purchase attitudes of Indian millennial consumers. International Journal of Internet Marketing and Advertising, 16(1/2), 142. https://doi.org/10.1504/IJIMA.2022.120973

Halik, A., & Nugroho, M. (2022). The Role of Consumer Delight Moderating The Effect Of Content Marketing And Price Discount On Online Shopping Decision And Loyalty Of Generation Z. Media Ekonomi Dan Manajemen, 37, 35–54. https://doi.org/10.24856/mem.v37i1.2259

Herjanto, H., Amin, M., Purinton, E., & Lindle II, E. L. (2024). Secondhand clothing purchase intentions: Generation Z’s perspective. Journal of Global Responsibility, 15(1), 53–72. https://doi.org/10.1108/JGR-08-2022-0077

Herrando, C., & Martín‐De Hoyos, M. J. (2022). Influencer endorsement posts and their effects on advertising attitudes and purchase intentions. International Journal of Consumer Studies, 46(6), 2288–2299. https://doi.org/10.1111/ijcs.12785

Indarwati, Ida Bagus Cempena, & Ida Bagus Udayana Putra. (2021). The Effect of Service Quality, Price Perception, and Brand Image on Feeling Value, and Customer Satisfaction at Dian Husada Mojokerto Hospital. Jurnal Ekonomi & Bisnis JAGADITHA, 8(1), 71–80. https://doi.org/10.22225/jj.8.1.3123.71-80

Jain, S. (2020). Assessing the moderating effect of subjective norm on luxury purchase intention: a study of Gen Y consumers in India. International Journal of Retail & Distribution Management, 48(5), 517–536. https://doi.org/10.1108/IJRDM-02-2019-0042

Kaur, J., Malik, P., & Singh, S. (2024). Expressing Your Personality Through Apparels: Role of Fashion Involvement and Innovativeness in Purchase Intention. FIIB Business Review, 13(3), 318–330. https://doi.org/10.1177/23197145221130653

Khan, N., Sarwar, A., & Tan, B. C. (2021). Determinants of purchase intention of halal cosmetic products among Generation Y consumers. Journal of Islamic Marketing, 12(8), 1461–1476. https://doi.org/10.1108/JIMA-11-2019-0248

Khan, Y., Hameed, I., & Akram, U. (2023). What drives attitude, purchase intention and consumer buying behavior toward organic food? A self-determination theory and theory of planned behavior perspective. British Food Journal, 125(7), 2572–2587. https://doi.org/10.1108/BFJ-07-2022-0564

Lavuri, R., Jusuf, E., & Gunardi, A. (2021). Green Sustainability: Factors Fostering and Behavioural Difference Between Millennial And Gen Z: Mediating Role Of Green Purchase Intention. Ekonomia i Srodowisko, 76(1), 8–38. https://doi.org/10.34659/2021/1/1

Lee, Y.-K. (2020). The Relationship between Green Country Image, Green Trust, and Purchase Intention of Korean Products: Focusing on Vietnamese Gen Z Consumers. Sustainability, 12(12), 5098. https://doi.org/10.3390/su12125098

Lin, P. H., & Chen, W. H. (2022). Factors That Influence Consumers’ Sustainable Apparel Purchase Intention: The Moderating Effect of Generational Cohorts. Sustainability (Switzerland), 14(14). https://doi.org/10.3390/su14148950

Li, S., & Jaharuddin, N. S. (2021). Influences of background factors on consumers’ purchase intention in China’s organic food market: Assessing moderating role of word-of-mouth (WOM). Cogent Business & Management, 8(1). https://doi.org/10.1080/23311975.2021.1876296

Lissitsa, S., & Kol, O. (2021). Four generational cohorts and hedonic m-shopping: association between personality traits and purchase intention. Electronic Commerce Research, 21(2), 545–570. https://doi.org/10.1007/s10660-019-09381-4

Madadi, R., Torres, I. M., Fazli-Salehi, R., & Zúñiga, M. Á. (2024). Social identification theory and the elaboration likelihood model: impact of strength of ethnic identification among African American consumers on services advertising evaluations. Journal of Consumer Marketing, 41(2), 196–212. https://doi.org/10.1108/JCM-08-2022-5547

Muda, M., & Hamzah, M. I. (2021). Should I suggest this YouTube clip? The impact of UGC source credibility on eWOM and purchase intention. Journal of Research in Interactive Marketing, 15(3), 441–459. https://doi.org/10.1108/JRIM-04-2020-0072

Ngo, T. T. A., Vuong, B. L., Le, M. D., Nguyen, T. T., Tran, M. M., & Nguyen, Q. K. (2024). The impact of eWOM information in social media on the online purchase intention of Generation Z. Cogent Business & Management, 11(1). https://doi.org/10.1080/23311975.2024.2316933

NGUYEN, D. T., & TRUONG, D. C. (2021). The Impact of Psychological and Environmental Factors on Consumers’ Purchase Intention toward Organic Food: Evidence from Vietnam. Journal of Asian Finance, Economics and Business, 8(1), 915–925. https://doi.org/10.13106/jafeb.2021.vol8.no1.915

Pandey, M., & Yadav, P. S. (2023). Understanding the role of individual concerns, attitude, and perceived value in green apparel purchase intention; the mediating effect of consumer involvement and moderating role of generation Z & Y. Cleaner and Responsible Consumption, 9, 100120. https://doi.org/10.1016/j.clrc.2023.100120

Panopoulos, A., Poulis, A., Theodoridis, P., & Kalampakas, A. (2022). Influencing Green Purchase Intention through Eco Labels and User-Generated Content. Sustainability, 15(1), 764. https://doi.org/10.3390/su15010764

Paul, J., Lim, W. M., O’Cass, A., Hao, A. W., & Bresciani, S. (2021). Scientific procedures and rationales for systematic literature reviews (SPAR‐4‐SLR). International Journal of Consumer Studies, 45(4). https://doi.org/10.1111/ijcs.12695

Rivera-Eraso, A., van der Woude, D., Sandoval-Escobar, M., & Ariza-Salazar, J. (2023). The Roles of Purchase Intentions and Social Media in Dark Tourism. Tourism, 71(2), 316–330. https://doi.org/10.37741/t.71.2.6

Rodrigues, M. A., Carvalho, M. A., Oliveira, L., & Barbosa, A. (2024). How digital influencer content and characteristics influence Generation Y persuasiveness and purchase intention. Tourism & Management Studies, 20(2), 25–38. https://doi.org/10.18089/tms.20240203

Saka, B., & Yildirim, E. (2024). The effect of mood on risk taking: a systematic review. Current Psychology, 43(37), 29333–29345. https://doi.org/10.1007/s12144-024-06585-2

Sharma, N., & Dutta, N. (2025). Generational dynamics of omnichannel customers: analysing shopping preferences across diverse product types. International Journal of Retail & Distribution Management, 53(4), 312–330. https://doi.org/10.1108/IJRDM-04-2024-0173

Sotelo-Duarte, M., & Gónzalez-Cavazos, B. (2023). Young consumers influence by older generations: developing the construct and scale to measure intergenerational brand influence. Young Consumers, 24(3), 253–271. https://doi.org/10.1108/YC-06-2022-1539

Sulistyowati, T. (2024). Trends and Patterns in Online Purchase Decision Research: A Literature Review and Bibliometric Analysis. Ecobisma, 11(2), 1–11. https://doi.org/https://doi.org/10.36987/ecobi.v11i2.4328

Sulistyowati, T., & Husda, N. E. (2023). The Trust Factor: A Comprehensive Review of Antecedents and Their Role in Shaping Online Purchase Intentions. Jurnal Ekonomi Dan Bisnis Airlangga, 33(2), 229–244. https://doi.org/10.20473/jeba.V33I22023.229-244

Sulistyowati, T., & Husda, N. E. (2024). The Effect of Price and Customer Satisfaction on Online Orchid Purchase Decisions in Batam City. Journal of Community Service and Empowerment, 5(3).

Sulistyowati, T., & Hwihanus, H. (2024). Purchase Decisions for Beauty Products in Indonesia_ The Role of Word of Mouth, Satisfaction, Trust, And Price. Jurnal Ekonomi, 13(4), 907–921.

Sulistyowati, T., Nisak, S., Mujanah, S., & Halik, A. (2025). Tourist Shopping Trends_ A Bibliometric Study of Influential Literature and Leading Scholars (1957-2024). Pancasila International Journal of Applied Social Science, 3(1), 76–91. https://doi.org/https://doi.org/10.59653/pancasila.v3i01.1265

Sun, Y., & Xing, J. (2022). The Impact of Social Media Information Sharing on the Green Purchase Intention among Generation Z. Sustainability, 14(11), 6879. https://doi.org/10.3390/su14116879

Tabassum, S., Khwaja, M. G., & Zaman, U. (2020). Can Narrative Advertisement and eWOM Influence Generation Z Purchase Intentions? Information, 11(12), 545. https://doi.org/10.3390/info11120545

Vo, V. B., Nguyen, G. Do, Dao, T. H. T., & Ho, T. C. N. (2023). The dual role of online trust: a study of Generation Z through online purchase intentions in Vietnam. J. for International Business and Entrepreneurship Development, 15(1), 4–28. https://doi.org/10.1504/JIBED.2023.131473

Wong, M. C. (2021). Does corporate social responsibility affect Generation Z purchase intention in the food industry. Asian Journal of Business Ethics, 10(2), 391–407. https://doi.org/10.1007/s13520-021-00136-9

Zayko, T., & Vinichenko, V. (2022). Generational Theory: An Overview of the Research Conducted (pp. 802–809). https://doi.org/10.1007/978-3-030-96383-5_88

Zhuang, W., Luo, X., & Riaz, M. U. (2021). On the Factors Influencing Green Purchase Intention: A Meta-Analysis Approach. Frontiers in Psychology, 12. https://doi.org/10.3389/fpsyg.2021.644020

Downloads

Published

2025-06-18

How to Cite

Tussi Sulistyowati1, Pardomuan Pardosi, Khairil Anwar, Agtovia Frimayasa, & Irwin Sukrisno Sugeng. (2025). Generational Differences in Purchase Intentions: A Systematic Review of Influencing Factors and Theoretical Frameworks. Indonesia Journal of Engineering and Education Technology (IJEET), 3(1). https://doi.org/10.61991/ijeet.v3i1.128

Issue

Section

Articles