Transformation of Digital Consumption Patterns of Millennials and Generation Z: Sustainable Creative Economy Growth in the Age of Technology

Rizal Zaelani; Muhammad Rizal Taufikurohman; Suryani Yuli Astuti; Erry Setiawan

doi:10.59890/ijatss.v3i10.117

Authors

Rizal Zaelani Universitas Linggabuana PGRI Sukabumi
Muhammad Rizal Taufikurohman Universitas Trilogi
Suryani Yuli Astuti Universitas Muhammadiyah Lamongan
Erry Setiawan Universitas Mayjen Sungkono Mojokerto

DOI:

https://doi.org/10.59890/ijatss.v3i10.117

Keywords:

Digital Transformation, Millennial and Generation Z Consumption Patterns, Sustainable Creative Economy, Technology, Innovation

Abstract

The transformation of digital consumption patterns among millennials and Generation Z and its impact on sustainable creative economic growth in the technological era. The shift in consumption behavior from conventional systems to a more interactive and value-based digital ecosystem reflects a fundamental change in how individuals perceive products, experiences, and their digital identity. Through a literature review and conceptual analysis, this study highlights the role of digitalization, social media, and e-commerce platforms in shaping consumption preferences, production patterns, and creative market dynamics. Millennials and Gen Z not only function as passive consumers, but also as active prosumers who contribute to the process of innovation, collaboration, and creative content creation. Findings show that the sustainability of the creative economy is determined by the ability of industry players to integrate principles of sustainability, social responsibility, and digital ethics into their business and marketing strategies. Thus, the transformation of digital consumption is not merely a result of technological advances, but also a social phenomenon that reflects a new awareness of the values of sustainability, authenticity, and inclusivity. This research not only explains how technology changes consumption behavior, but also how sustainability values, digital ethics, and social innovation can be drivers of responsible creative economic growth. By understanding these dimensions, the research results are expected to contribute to the development of policies, creative industry strategies, and digital literacy oriented towards a balance between technological progress and socio-economic sustainability

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