A taste of nostalgia: linking consumption values and the decision-making process for Gen Z

Members of Generation Z are drawn to nostalgic references from past eras to build cross-generational connections and to satisfy their curiosity in experience consumption scenarios such as nostalgia-themed restaurants. However, there is insufficient research exploring the consumption value of Gen Z that is used in the decision-making process for visiting nostalgia-themed restaurants. Using mixed methods, Study 1 conducted 18 in-depth interviews in three nostalgia-themed restaurants across two Chinese cities to summarize the key consumption values when Chinese Generation Z are accustomed to the decision-making process. Study 1’s results were tested in Study 2 via an online survey involving 277 respondents. The roles of the identified values in shaping restaurant preferences and guiding behavioural intentions were analyzed via PLS-SEM. Emotional value and social value are perceived as the most influential among Chinese Generation Z. Other values play fragmentary roles in the decision-making process. This study proposes a conceptual model that considers both experience and consumer contexts, contributing to the integration of the theory of consumption values into a dynamic decision-making process model for understanding the specific experiential context of China. Practical and political recommendations for both nostalgia-themed restaurants and the government with regard to their experiential design for Chinese Generation Z are provided.