Four 'Hesitations' and 'Motivations' Behind Emotional Consumption: Decoding the True Feelings from the Voices of 78 Fashionable Gen Zs

'Style-arena (style-arena.jp)', operated by the Japan Fashion Association, conducted a street interview survey to explore the consumption behavior of fashionable Generation Z.

When discussing the consumption behavior of general Generation Z, words like 'online first', 'focus on time performance', and 'completed on smartphone' are repeatedly used.

However, when we actually interviewed 78 fashionable Generation Z individuals on the streets of Shibuya, an outline emerged that cannot be captured by these generalities.

What is important is knowing the true nature of 'hesitation' right before the 'decision'—which is invisible in POS data or online—and the 'clear motivation' behind their consumption behavior.

- 'Will it raise my mood?' - 'Will it help me work hard tomorrow too?' - 'Who do I feel value in spending the moment with?'

Their consumption is emotional consumption deeply rooted in feelings. However, the contents are not uniform.

If we delve deeper into the motivations of 'emotional consumption', it likely branches off into several types. Through interviews with 78 people we met in Shibuya, we decided to unravel those contents.

▶︎ You can download the [interview contents of 78 people] from this street interview here.

Survey Overview Survey period: February 2 (Mon), 3 (Tue), 6 (Fri), 11 (Wed/Holiday), 2026 Survey method: Street interview survey Survey location: Shibuya area Survey target: 78 fashionable Generation Z women Survey items: - What are you currently spending the most money and time on? - What triggered your interest? - When do you hesitate? - What are your criteria for thinking you are glad you bought it (spent money on it)? etc. Survey implementing organization: Style-arena (style-arena.jp)

The True Nature of 'Hesitation': 'Lack of imagination after spending money' Discovery, consideration, purchase. The reason this flow stops is not just price comparison.

- 'Do I really need it for myself right now?' - 'Can I imagine the scene where I will use it?' - 'Will I regret it?'

When they cannot imagine their feelings after buying it, that 'hesitation' becomes a brake. Because their motivations are clear, they put it on hold if it doesn't make total sense to them.

Continuing to pursue the true nature of 'hesitation' is...