A Study on the Consumption Psychology and Premium Payment Willingness of Gen Z Blind Box —— Taking Pop Mart as an Example

Liwen Zhang

doi:10.54097/w5786137

Authors

Liwen Zhang Economics and Finance, Hong Kong Shue Yan University, Hong Kong, China

DOI:

https://doi.org/10.54097/w5786137

Keywords:

Gen Z, fashion economy, Pop Mart, willingness to pay premium, emotion-driven.

Abstract

Amid the rapid rise of trend-driven economy and blind box culture, Generation Z—serving as both the primary audience for trendy brands and key players in contemporary individualization—has emerged as the dominant consumer force. This study investigates Generation Z's psychological motivations and willingness to pay premium prices for Pop Mart's blind boxes. Through semi-structured interviews with 10 Gen Z respondents from diverse backgrounds, the present study this paper analyzed their responses in detail. The findings reveal that Generation Z's blind box consumption exhibits "emotion-driven" characteristics, where their willingness to pay premium stems from multiple factors including limited availability, product quality, emotional value, and social influence. This research refines theoretical understanding of Gen Z's consumption behavior and brand premium acceptance mechanisms, providing practical insights for product design and operations in blind box and trendy brands. It also offers references for interpreting the contemporary significance of new consumption concepts. Future studies could expand sample sizes or explore technological impacts on blind box brands.

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