Maogeping, China-Chic, generation Z, consumption and purchase behavior
Abstract
With the rise of China Chic, the cultural confidence of Generation Z consumer groups has become increasingly prominent. Maogeping as a well-known cosmetic Branding, attracting many loyal consumers through the idea of being designed for Easterners. This study takes Maogeping’s Chinese makeup marketing as an example, conducting a questionnaire survey of 109 consumers and in-depth interviews with 3 Generation Z consumers who have long-term makeup habits, to explore the impact of Maogeping’s Chinese makeup marketing on the cosmetics purchasing behavior of Generation Z consumers. The research results show that closely combining the branding with the “China Chic” element can effectively enhance the recognition and favorability among Generation Z consumers. Chinese makeup has a significant positive impact on the purchasing behavior of Generation Z consumers, which makes consumers more willing to try and buy related products. These findings provide an empirical basis for Chinese cosmetic brands to combine Chinese elements in their marketing strategies, and also provide a new perspective for understanding the behavior of Gen Z consumers.
