📄 Abstract
In contemporary consumer culture, purchasing behaviour is increasingly shaped by appearance, emotional resonance, and symbolic meaning rather than functional utility alone. This study examines the psychology of Aesthetic Consumption and Visual Identity among Generation Z (Gen Z) consumers in Ranchi District, Jharkhand, focusing on how visual appeal, emotional attachment, self-image, and social media exposure shape buying behaviour and self-presentation. The research adopts a descriptive and exploratory design using a mixed-method approach. Primary data were collected from 105 Gen Z respondents in Ranchi through a structured questionnaire administered via Google Forms, supplemented by qualitative insights from in-depth interviews; secondary data were drawn from academic journals and prior studies on youth culture and consumer psychology. Data were analysed using descriptive statistics, one-way ANOVA, and linear regression. The findings show that Gen Z respondents in Ranchi are highly active on social media (91.4% daily users, predominantly on Instagram) and that aesthetic design, emotional connection, and identity expression are significantly associated with purchasing decisions across the large majority of variable pairs tested, while a smaller number of relationships particularly those involving direct social comparison and image-pressure variables show weaker or non-significant associations. The study concludes that psychological factors significantly influence Aesthetic Consumption among Gen Z in Ranchi, confirming the alternative hypothesis, and recommends that businesses, marketers, and platforms place greater emphasis on visual design, authentic branding, and identity-aligned communication when engaging this demographic.
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📚 How to Cite:
Khushi Kumari, Dr. Jyoti Ignace Tete, Dr. Ajay Kumar , THE PSYCHOLOGY OF AESTHETIC CONSUMPTION AND VISUAL IDENTITY AMONG GENERATION Z IN JHARKHAND -A CASE STUDY OF RANCHI DISTRICT. , Volume 12 , Issue 6, June 2026, EPRA International Journal of Multidisciplinary Research (IJMR) , Pages: 808 - 814 ,