Cultural Fusion: Exploring Gen Z Customer Behavior and Its Implications for B2B Marketing Across East Asian and European Union Markets

Abstract

This Bachelor's thesis aims to examine the cultural influence on the customer behavior of Generation Z in an East Asian and Western European context, namely South Korea and Austria. With the market still globalizing, the cross-cultural comprehension of Gen Z consumers has become essential for B2B companies to conduct effective marketing strategies and build long-term brand loyalty. The research adopts a mixed-method approach, including an online structured survey and a comprehensive literature review. The survey received responses from 54 Gen Z participants divided in the two countries. The research focuses on social media influence, brand loyalty and purchase decision-making, while cultural values serve as primary theme. Findings reveal that although Gen Z individuals in both markets are digital natives with frequent social media use, cultural dimensions shape their consumer behavior patterns. Participants in South Korea demonstrate more collectivistic tendencies and assign higher importance to brand image and peer influence, leading to more emotionally driven brand loyalty. On the other hand, Austrian Gen Zs represent more individualistic values with greater emphasis on product quality, trust and making informed choices. Such behavioral differences also extend to how they interact with brand content, watch digital ads and respond to influencers. From a B2B perspective, the thesis demands the necessity for companies to culturally adapt their marketing strategies. It proposes the utilization of localized content, communication of important values and branding aligned to cultural norms with the aim to build deeper customer relationships. The study contributes to the areas of intercultural management, psychology and international business, providing managerial implications for B2B companies trying to optimize their branding efforts among Gen Z markets that are culturally diverse. This research concludes that even as digital media is universally accessible, culturally tailored marketing initiatives remain essential to building trust and loyalty among Gen Z consumers from diverse cultural backgrounds.

Date of Award	2025
Original language	English
Supervisor	Thomas Höllbacher (Supervisor)