Japan: shopping-related behavior of Gen Z 2021

Choosing products based on quality rather than appearance was the major shopping-related habit among Generation Z consumers as revealed in a survey conducted in Japan in December 2021. Around 73 percent of respondents expressed agreement towards the statement that they place more importance on the substance of a product instead of its appearance, of which 17.1 percent agreed very much.

Most common shopping-related attitudes and habits of Generation Z in Japan as of December 2021

Characteristic	Agree very much	Agree	Agree a little
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Release date

January 2022

More information

Region

Japan

Survey time period

December 2 to 20, 2021

Number of respondents

6,953 respondents

Age group

15-25 years

Method of interview

Online survey

Supplementary notes

The source established the time of birth for Generation Z as 1996 to 2015.
Respondents were asked to rate their opinion regarding each statement. Possible answers were "agree very much", "agree", "agree a little", "disagree a little", "disagree", or "disagree very much". Figures show the share of respondents who expressed agreement in the varying degrees.

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