Gen Z Consumer Behaviour – What Are Some Generation Z Buying Habits?

Generation Z, typically defined as individuals born between 1997 and 2012, represents an increasingly powerful consumer demographic whose buying habits significantly differ from those of previous generations.

Known for being digitally savvy, socially conscious, and highly discerning in their purchasing decisions, understanding Gen Z purchasing behaviour is crucial for businesses aiming to capture the attention of this young and influential group.

With an estimated purchasing power of billions globally, businesses need to delve deeply into Generation Z consumer behaviour to effectively tailor their marketing strategies.

Gen Z consumers are reshaping markets through their unique shopping behaviour, prioritising authenticity, sustainability, and convenience over traditional retail norms.

But what exactly defines Gen Z shopping habits, and how can businesses leverage this knowledge?

In this text, we’ll explore the mindset and habits of Gen Z consumers, from their reliance on social media and mobile devices to their interest in real estate investments, particularly in markets like Montenegro.

Understanding Gen Z consumer habits starts by recognising the factors influencing their purchasing decisions. Unlike previous generations, Gen Z has grown up entirely in the digital age, shaping their interactions with brands, products, and services. They prioritise brands that align with their values, particularly sustainability, ethical sourcing, and transparency.

Another distinctive feature of Gen Z shopping behaviour is their preference for mobile devices over desktops.

Smartphones serve as the primary shopping tool for Gen Z, as they offer convenience, immediacy, and constant connectivity.

A study by Inbeat agency revealed that more than 96% of Gen Z shoppers regularly use smartphones for browsing, comparing prices, and making purchases, significantly outpacing other generations.

Mobile optimisation is, therefore, imperative for businesses targeting Gen Z consumers.

Brands must ensure their websites and e-commerce platforms are not only responsive but also provide seamless user experiences.

Slow-loading pages, complicated checkout processes, or poorly adapted mobile interfaces will quickly deter this demographic, highlighting the importance of streamlined mobile design.

Gen Z demonstrates a remarkably pragmatic and proactive approach towards financial planning, significantly distinguishing their mindset from previous generations.

Having grown up witnessing economic uncertainty, including global recessions and financial volatility, this generation prioritises financial independence, long-term stability, and diversified investment portfolios.

Their approach often integrates traditional financial instruments, innovative digital assets such as cryptocurrencies, and increasingly, real estate as a tangible and stable investment.

Additionally, Gen Z places substantial value on generating passive income streams, seeking investment opportunities that deliver steady returns with minimal ongoing effort.

This has sparked considerable interest in areas like dividend stocks, peer-to-peer lending, and, notably, passive real estate investing.

Real estate, particularly luxury properties in thriving markets, is increasingly viewed by Gen Z as both a sound financial strategy and an avenue for lifestyle enhancement.

This forward-looking financial mindset provides a seamless transition into their preferences for long-term, secure, and experiential investments, laying the groundwork for their strong interest in premium property opportunities.

While often portrayed as a generation focused on short-term spending, Gen Z is increasingly interested in real estate as an investment.

Their approach differs significantly from previous generations, emphasising financial independence, digital convenience, and locations that align with lifestyle aspirations, especially in emerging European luxury real estate markets.

Understanding how Gen Z engages with real estate involves recognising their reliance on technology throughout the buying process. Unlike older buyers, Gen Z consumers conduct extensive research online, relying heavily on virtual tours, digital communication, and detailed online information before visiting a property in person.

Additionally, Gen Z buyers prioritise financial practicality, often exploring innovative financing options and passive income opportunities. Their investment decisions frequently focus on long-term financial stability rather than immediate gratification.

They see real estate as a strategic tool for financial independence, often gravitating towards opportunities like passive real estate investment.

Gen Z shows particular interest in properties that support their digital lifestyle and social values.

Urban and cosmopolitan locations remain appealing, but there’s a notable shift towards sustainable, smart homes equipped with modern amenities and eco-friendly features.

Homes with technological integrations such as intelligent security systems, energy-efficient appliances, and high-speed internet connectivity are especially popular.

Coastal luxury real estate also captures Gen Z’s attention, albeit differently compared to older generations.

Instead of traditional luxury, they prefer properties offering personalised experiences, exclusivity, and convenience.

Co-living spaces, modern apartments, and sustainable luxury residences in dynamic, culturally vibrant locations increasingly align with Gen Z’s expectations.

Generation Z is increasingly turning towards luxury real estate investments in locations offering both lifestyle appeal and financial potential.

Montenegro consistently tops this list, attracting Gen Z buyers with its stunning coastline, vibrant culture, favourable tax policies, and dynamic developments like luxury real estate in Montenegro, especially in prestigious areas such as Porto Montenegro.

Porto Montenegro resonates explicitly with Gen Z due to its blend of luxurious living and sustainability initiatives. The community is designed not only as a high-end residential development but also as a lifestyle hub that fosters social interaction, wellness, and recreational activities, all key aspects of what Gen Z buyers value in a property.

Beyond Montenegro, popular luxury property destinations for Gen Z investors include other Mediterranean locations such as Spain, Portugal, and Greece. Each country offers unique advantages – excellent climates, attractive residency incentives, cultural vibrancy, and thriving property markets.

Spain and Portugal particularly appeal due to their Golden Visa programmes, while Greece’s affordability and island lifestyle attract younger buyers interested in blending leisure with strategic financial investments.

Nevertheless, Montenegro maintains a distinctive edge due to its combination of accessible luxury, sustainable living options, and particularly appealing residency programmes, making it the ideal choice for young, discerning buyers focused on both lifestyle and long-term investment returns.

Grasping the intricacies of Gen Z consumer behaviour provides numerous benefits for businesses across all sectors.

This generation’s distinct purchasing habits serve as a barometer for future consumer trends, making them crucial to long-term business strategies.

Firstly, understanding the consumer behaviour of Gen Z enables targeted marketing strategies. By aligning brand messaging with Gen Z’s values of authenticity, social responsibility, and digital convenience, businesses can cultivate lasting relationships.

Focusing on digital channels, mobile optimisation, and strategic influencer partnerships further enhances a brand’s relevance and appeal.

Moreover, knowing how Gen Z approaches investments, especially in real estate, can open new opportunities in product development and service innovation.

For instance, developers and agents specialising in buying property in Montenegro or other emerging luxury markets can effectively tailor their offerings to resonate with younger investors.

Porto Montenegro, situated along Montenegro’s Adriatic coast, embodies the ideal investment opportunity for Gen Z buyers seeking luxury, sustainability, and robust returns.

This upscale development provides not only premium residences but also an entire ecosystem designed around convenience, luxury experiences, and community living.

The strategic location, coupled with Montenegro’s favourable tax policies and attractive residency options, further enhances Porto Montenegro’s appeal.

Additionally, its reputation within the luxury real estate market in Montenegro positions it as a premium investment destination, perfectly aligned with Gen Z’s desire for meaningful, financially sound purchases.

Vero & Versa residences mark the newest residential addition at Porto Montenegro, perfectly situated between the lively Boka Place and the cultural hub Synchro Yards.

These two buildings offer a sophisticated blend of modern architecture, wellness, and community, designed for those who seek authenticity, balance, and meaning in everyday life.

Vero, with its 157 residences, features bold urban design, podium-level pools, and extensive retail and fitness amenities, while Versa offers 47 residences characterised by minimalist elegance, rooftop pools, and wellness-focused facilities.

Together, they create a dynamic yet harmonious living environment, ideal for contemporary minds who value purposeful, connected lifestyles in the heart of a thriving, evolving destination.

Vero Residence

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Vero Residence

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Notably, developments like Boka Place offer precisely the lifestyle that Gen Z desires – an urban, vibrant community with modern residential units, retail outlets, wellness amenities, and leisure spaces.

Boka Place combines sustainability with dynamic living, catering directly to younger investors who value social interaction, healthy living, and convenience.

Its innovative design promotes a sense of community, appealing directly to Gen Z’s preference for environments where work, leisure, and wellness seamlessly integrate.

Boka Place Grand Opening

May 23rd 2025

Boka Place Square

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Similarly, Porto Montenegro’s South Village appeals strongly to Gen Z buyers interested in luxurious waterfront living.

South Village features premium apartments, private marina access, boutique shopping, and fine dining experiences, catering to those seeking an exclusive, sophisticated, and integrated lifestyle.

Its blend of contemporary design with Mediterranean charm offers Gen Z investors a unique balance of tranquillity and vibrant social interaction.

Moreover, both Boka Place and South Village align with Gen Z’s values by prioritising sustainable practices. Eco-friendly materials, energy-efficient designs, and extensive green spaces are integral components of these developments, reflecting the deep environmental concerns of this generation.

Additionally, Porto Montenegro’s ongoing development plans ensure continual growth in property values, creating exceptional long-term investment potential.

Gen Z buyers, who frequently approach real estate from a financial perspective, appreciate this forward-looking vision, making Porto Montenegro properties ideal for both personal use and generating passive real estate investment returns through rentals and property appreciation.

Porto Montenegro offers everything Gen Z buyers are looking for: trendy restaurants, vibrant bars, luxury shopping, and exciting activities. From enjoying local and international cuisine to indulging in high-end boutiques, there’s something for every style. The area also hosts international events like the International Fashion Festival and Shopping Day, adding a lively social scene.

For adventure, you can take private yacht charters, speedboat rides to Our Lady of the Rocks, or explore nearby Kotor and Perast.

The seamless digital integration within Porto Montenegro’s residences, including high-speed internet and advanced smart-home technologies, meets Gen Z’s expectations for connectivity and digital convenience. As a result, the properties resonate strongly with younger buyers accustomed to living and working remotely, further elevating their appeal.

To learn more about the activities in Tivat, check out Things to Do in Tivat.

Additionally, explore some of the top events in Montenegro in 2025 for a full calendar of cultural and social gatherings, from music festivals to gourmet experiences.

Understanding Gen Z shopping behaviour is increasingly vital for businesses across all industries. With their emphasis on authenticity, digital convenience, and strategic investment decisions, Gen Z is reshaping consumer norms. By recognising these unique characteristics, businesses and real estate investors can effectively adapt and thrive in a rapidly changing market landscape.