Numerous studies suggested that Generation Z (Gen Z) is an age group that seeks individuality more than other generations. Their aesthetics, identity, and belief must represent their self-value. The consumption of fashion was selected as a focus of this study. Our consumption of fashion represents our value, and we construct and present our identity with physically what we wear when we face society daily. Looking at the fashion styles of Generation Z, this study aims to examine whether Generation Z in Hong Kong practice individuality or conformity in the course of their fashion consumption behaviour by a preliminary study. Generation Z perceives their fashion consumption behaviour to reflect their individualism and values. However, the findings suggest that there is a high degree of conformity among Generation Z's fashion consumption behaviour. This conformity is observed in the creation of a distinctive fashion style, which is influenced by the cultural aesthetics, values, and preferences of Generation Z, resulting in a unifying effect that goes unnoticed by the individuals. This complex formation of Generation Z fashion consumption behaviour has a complex implication to fashion marketing, where both the sense of exclusivity and conformity must both be exhibited to satisfy the consumption needs of Generation Z.

This study was conducted to analyze the differences in consumer behavior of coffee product according to monthly income in franchised coffee shop's consumer in Korea. A total of 293 questionnaires were used out of the 330 that had been distributed for analysis; those that lacked reliability were excluded. Frequency, ANOVA, and Duncan's multiple range test was conducted to analyze the hypotheses of the study. The findings are summarized as follows. There were significant differences in consumer behavior with regard to seeking health, eco-friendly products, product brand, and product taste as well as preferred coffee menu and coffee consumption expenditures. High income consumers rather than low income groups showed much higher score for concerning health, concerning diet, concerning calorie, concerning instant, concerning caffeine and concerning nature, organic in coffee consumer behavior. In amount spent on purchasing coffee products according to income, low income consumers rather than high income groups had much higher financial expense burden.

The wine industry is an emerging market in Malaysia. This study focuses on identifying the factors influencing wine consumption among working professionals. 309 out of 350 questionnaires distributed in the Klang Valley, Malaysia were useful. The findings show that three factors (self-expression, health and emotion) are statistically significant in determining wine consumption behaviour among working professionals. Although marketers like to believe that their efforts drive the demand of particular wines, it was concluded that labelling and branding of wine was not correlated with wine consumption behaviour. Practical implications for wine producers and marketers are discussed.