Why does Gen Z Buy Shein When It Goes Directly Against Their Values?

Why does Gen Z buy Shein when it goes directly against their values? In his article, Consumer Values, Brand Behavior, and Cognitive Dissonance, Greg Shumchenia raises an interesting question about the misalignment between younger generation’s values (in polls) and how they actually shop. In short, it’s probably cognitive dissonance. (Isn’t it always?)

Shumchenia explores the concept of brand values and how consumers, especially Gen Z, can deprioritize them when making purchasing decisions. Despite claiming to care deeply about ethics and sustainability, many Gen Z consumers continue to support brands like SHEIN, which are notorious for labor violations and environmental harm. The author attributes this to cognitive dissonance, a psychological phenomenon where people reconcile conflicting beliefs or behaviors to avoid discomfort. The author argues that while brand values are important, they are often deprioritized in favor of convenience, price, or trends. Moreover, cognitive dissonance can be leveraged by marketers to create memorable brand experiences that engage consumers emotionally or challenge their beliefs.

What’s Going on Exactly?

It’s clear that the psychology of buying is complex — as seen in this core example. The concept that cognitive dissonance helps people maintain psychological consistency is well-supported by research. Consumers often face conflicting thoughts and behaviors (such as supporting environmentalism while buying from unethical brands), and cognitive dissonance allows them to justify these contradictions to feel better about their choices.

While cognitive dissonance is a valid psychological concept, it might not fully explain why Gen Z continues to support problematic brands. Other factors, like lack of awareness or access to alternatives, could also contribute to these purchasing behaviors.

Consumers Don’t Always Act on Their Stated Values

The fact that Gen Z continues to support brands like SHEIN despite the ethical conflicts illustrates that consumers often behave differently from what they claim. This reinforces the idea that purchase decisions aren’t always based solely on values, but can be influenced by convenience or trends.

Shumchenia argues that brand values aren’t everything, but for many consumers, particularly Gen Z, values do play a significant role in brand loyalty. Although cognitive dissonance allows consumers to justify purchases, it doesn’t necessarily mean that brand values are insignificant. In fact, they could influence long-term loyalty even if immediate purchases are influenced by other factors.

The data paints a broad picture of Gen Z as hypocritical for supporting brands with ethical flaws, but this ignores the diversity within the generation. Many young consumers are actively seeking out sustainable, ethical brands and are aware of the contradictions in their purchasing behaviors. This may overgeneralize the motivations of Gen Z, who might be grappling with the complexities of consumerism in a capitalist society.

Marketers Need to Understand Behavior, Not Just Beliefs

Importantly, this highlights that marketers should go beyond surveys and listen to consumer behavior rather than just relying on what people say. This insight is critical for brands to accurately understand consumer preferences and improve their marketing strategies.

Shumchenia suggests that brands can leverage cognitive dissonance to create engaging, memorable experiences. By intentionally presenting consumers with conflicting ideas or values, brands can spark reflection, increase brand recall, and connect emotionally with their audience.

Ethical marketers should aim to reduce, not amplify, cognitive dissonance in ways that challenge consumer behavior toward more sustainable and responsible choices.

The Takeaway

The main takeaway for marketers is that while brand values are important, they are not always the primary driver of consumer behavior. Consumers, especially Gen Z, may claim to prioritize ethics, but cognitive dissonance often leads them to make purchasing decisions that contradict their stated values. Marketers should recognize that people often prioritize convenience, price, and trends over values, and as such, understanding consumer behavior—rather than just relying on what customers say—can lead to more effective strategies. Additionally, leveraging cognitive dissonance can be a powerful tool for creating memorable, emotionally engaging brand experiences, as long as it’s done thoughtfully. By highlighting contradictions or offering unexpected juxtapositions, brands can spark reflection and deepen connections with consumers, making the brand stand out in a competitive marketplace.

Check out his article for more interesting data and discussion.