Research Full Article

UDC   159.922

Abstract: The aim of this study was to examine the characteristics of consumer behavior of modern Russian and Chinese youth, to identify the cultural specifics and general patterns of consumer psychology of Generation Z. Russia and China have both gone through the transition from planned to market economies, but due to differences in reforms, social structure and cultural background, the consumption habits of young people in these countries differ significantly. The article attempts to make a comparative analysis on such aspects as consumer attitudes, behavior, brand preferences, saving habits and factors influencing consumer behavior. Research design: cross-cultural cross-sectional study; systems approach to the problem of intercultural differences in the psychology of youth consumer behavior. The results of the study showed that in the Russian Federation, the transformation of the market economy has led to more individualized consumption patterns, but due to historical crises and economic instability, young people’s consumer decisions are biased towards immediate gratification. In general, the consumer behavior of Russian youth demonstrates a transition from “consumption for the sake of status” to “expression of individuality.” In the People’s Republic of China, youth are experiencing a period of active expansion of needs. This age group is characterized by specific features of consumer behavior associated with competitive and demonstrative consumption. Cultural differences in the consumer behavior patterns of Russian and Chinese youth provide the basis for identifying both universal and unique patterns of this phenomenon, which requires further empirical research taking into account modern digital trends and globalization influences.

Keywords: consumer behavior, cultural characteristics of consumers, Chinese and Russian youth

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