ANALYSIS OF PREFERENCES AND BEHAVIORS OF GENERATION Z CONSUMERS IN THE POLISH LUXURY GOODS MARKET

Aleksandra Krzywicka

The aim of the article is to present the characteristics of preferences and behaviors of Generation Z consumers in the Polish luxury goods market. Generation Z shows preferences that differ significantly from those of earlier generations – young consumers place greater emphasis on authenticity and brand ethics, seek unique values (such as personalization and limited editions), and increasingly prioritize luxury experiences (travel, lifestyle) over the possession of material goods. Their purchasing behavior is marked by a high level of digitalization, with social media and the internet playing a significant role in the decision-making process. They value convenience and seamless shopping experiences, expect high-quality customer service and instant access to information, while also displaying low brand loyalty and strong susceptibility to online trends. These young consumers are highly demanding – they reward brands that align with their values and show authenticity but are quick to abandon those that fail to meet their expectations. In the Polish luxury market, Generation Z is emerging as a key segment that causes a transformation in business strategies, from communication methods (including a strong social media presence and value-driven storytelling) to product offerings (such as sustainable development and new forms of luxury experiences). Generation Z is already shaping trends in the luxury segment in Poland, and its influence is expected to grow in the coming years. Understanding the preferences and behaviors of this group is therefore essential for luxury brands, as it enables the adaptation of marketing and product strategies to meet the expectations of younger consumers.