Emotion, Scarcity, and Self-Expression:

Liyan Cao, Mohd Farid Shamsudin — Wed, 08 Oct 2025 14:43:30 +0000

Generation Z (Gen Z), born roughly between 1995 and 2010, has emerged as a
dominant force in the global consumer market, reshaping traditional consumption patterns with their unique values and preferences. This study focuses on two representative brands, Jellycat, a British plush toy brand, and Labubu, a Chinese trendy toy IP under POP MART, to explore Gen Z's consumer behavior through the three core dimensions of emotion, scarcity, and self-expression. By analyzing the brand characteristics, market performance, and Gen Z-oriented strategies of Jellycat and Labubu, this research identifies the key drivers behind Gen Z's consumption decisions: emotional resonance with products, pursuit of exclusive and scarce items, and use of consumption as a means of self-identity expression. Furthermore, the study derives practical marketing and business implications for new enterprises aiming to target Gen Z, including prioritizing emotion-driven branding, using scarcity strategically, leveraging social media for community building, and tapping into the "soft economy" trend. Through a combination of case analysis, data collection, and theoretical synthesis, this research provides a comprehensive understanding of Gen Z's consumer behavior, offering valuable guidance for businesses to adapt to the evolving market and establish effective connections with this demographic.

Journal of Undergraduate Social Science and Technology

Emotion, Scarcity, and Self-Expression: