According to the source, the archetypes of the different shoppers are defined as follows: Brand-conscious followers love brands of all kinds and follow trends closely but don't necessarily love shopping. Premium shopaholics love to shop and take time to research and compare (mainly online) so they can purchase spontaneously. Ethical 'confidents' prefer environmentally responsible and socially ethical brands. Value researchers are always on the hunt for the best deal and prefer to research and buy online. Quality-conscious 'independents' seek out quality (which they judge for themselves) and are willing to pay for it. Disengaged conformists want to spend as little time as possible shopping
The number of survey respondents for Thailand was not disclosed by the source, the survey count used here is the total number of respondents collected across the Asia Pacific region.
Citation formats
Distribution of gen Z shoppers Thailand 2019 by brand consciousness
In 2019, generation Z shoppers in Thailand were mainly comprised of brand-conscious followers who love all types of brands and follow trends, amounting to ** percent of respondents. This was followed by premium shopaholics who love shopping and do research on brands and products.
Profit from the additional features of your individual account
Currently, you are using a shared account. To use individual functions (e.g., mark statistics as favourites, set
statistic alerts) please log in with your personal account.
If you are an admin, please authenticate by logging in again.
Learn more about how ÌÇÐÄÆƽâ°æ can support your business.
McKinsey & Company. (June 29, 2020). Distribution of generation Z shoppers in Thailand in 2019, by brand consciousness [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved August 03, 2026, from /statistics/1287867/thailand-distribution-of-gen-z-shoppers-by-brand-consciousness/
McKinsey & Company. "Distribution of generation Z shoppers in Thailand in 2019, by brand consciousness." Chart. June 29, 2020. ÌÇÐÄÆƽâ°æ. Accessed August 03, 2026. /statistics/1287867/thailand-distribution-of-gen-z-shoppers-by-brand-consciousness/
McKinsey & Company. (2020). Distribution of generation Z shoppers in Thailand in 2019, by brand consciousness. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: August 03, 2026. /statistics/1287867/thailand-distribution-of-gen-z-shoppers-by-brand-consciousness/
McKinsey & Company. "Distribution of Generation Z Shoppers in Thailand in 2019, by Brand Consciousness." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 29 Jun 2020, /statistics/1287867/thailand-distribution-of-gen-z-shoppers-by-brand-consciousness/
McKinsey & Company, Distribution of generation Z shoppers in Thailand in 2019, by brand consciousness ÌÇÐÄÆƽâ°æ, /statistics/1287867/thailand-distribution-of-gen-z-shoppers-by-brand-consciousness/ (last visited August 03, 2026)
Distribution of generation Z shoppers in Thailand in 2019, by brand consciousness [Graph], McKinsey & Company, June 29, 2020. [Online]. Available: /statistics/1287867/thailand-distribution-of-gen-z-shoppers-by-brand-consciousness/
