The Impact of Generation Z’s Self-Indulgent Consumption: A Case Study of Bubble Mart

Abstract

As transformative agents reshaping consumer markets, Generation Z has propelled "self-pleasing consumption" into a core behavioral paradigm. This study examines Bubble Mart as a representative case, deploying structured questionnaires to dissect how its blind box economy, IP collaborations, and social marketing strategies precisely align with Gen Z’s dual pursuit of instant gratification and identity expression. Empirical findings reveal a fundamental transition: Gen Z’s consumption motivations have pivoted from utilitarian functionality toward emotionally driven impulses, where purchasing and repurchasing decisions are dominantly fueled by ephemeral hedonic rewards—exemplified by the thrill of blind box unboxing. Nevertheless, this emotionally charged model faces mounting systemic challenges, including inconsistent product quality control and inadequate safeguards for consumer rights amid opaque refund mechanisms. The study argues that while such consumption patterns stimulate market innovation, their long-term viability hinges on reconciling emotional appeal with ethical accountability. By framing these tensions within broader sustainability discourse, this research contributes actionable insights for industry stakeholders seeking to balance profitability with consumer trust in an evolving retail landscape.