A Comparative Analysis of Consumer Behaviour and E-Commerce Adoption Among Millennials and Generation Z

Abstract

The rapid expansion of e-commerce has fundamentally transformed consumer behaviour, particularly among younger generational cohorts that are deeply embedded in digital environments. This review-based study examines consumer behaviour and e-commerce adoption across two influential generations—Millennials and Generation Z—with the objective of synthesizing existing academic literature to identify similarities, differences, and evolving trends in their online consumption patterns. Drawing on established theories such as the Technology Acceptance Model, Unified Theory of Acceptance and Use of Technology, and consumer behaviour frameworks, the review analyses key determinants influencing e-commerce adoption, including perceived usefulness, ease of use, trust, privacy concerns, social influence, personalization, and sustainability orientation. The findings from prior studies suggest that while both generations demonstrate high levels of digital engagement, notable differences exist in their motivations and decision-making processes. Millennials tend to prioritize convenience, value, and reliability, whereas Generation Z places greater emphasis on social interaction, authenticity, mobile-first experiences, and ethical considerations. The review further highlights the growing role of social commerce, digital payments, and influencer-driven platforms in shaping generational purchasing behaviour. By consolidating fragmented empirical evidence, this study provides a comprehensive understanding of generational dynamics in e-commerce adoption and offers valuable implications for researchers, marketers, and policymakers seeking to design targeted, generation-sensitive digital strategies in an increasingly competitive online marketplace.