Behind 'Emo Consumption': Four 'Hesitations' and 'Motivations' Revealed from the Voices of 78 Stylish Gen Z Individuals

The Japan Fashion Association, through its Style Arena (style-arena.jp) platform, conducted street interviews to explore the consumption behavior of stylish Gen Z individuals.

When discussing the general consumption behavior of Gen Z, terms like 'online-first,' 'time-efficiency focused,' and 'smartphone-centric' are often repeated.

However, after interviewing 78 stylish Gen Z individuals on the streets of Shibuya, a different picture emerged, one that cannot be fully captured by these generalities.

What's crucial is to understand the nature of the 'hesitations' that occur before a 'decision' – which are invisible in POS data or online – and the 'clear motivations' behind their consumption behavior.

• "Does it lift my mood?"

• "Can I do my best again tomorrow?"

• "Do I value the moments spent with others?"

Their consumption is 'emo consumption,' deeply rooted in emotion.

However, its content is not uniform.

By delving deeper into the motivations behind 'emo consumption,' it's likely to branch into several types.

Through interviews with 78 individuals encountered in Shibuya, we decided to unravel its contents.

▶︎Download the interview content for all 78 individuals from this street interview here

Survey Overview

Survey Period: February 2nd (Mon), 3rd (Tue), 6th (Fri), 11th (Wed/Holiday), 2026

Survey Method: Street interview survey

Survey Location: Shibuya area

Target Audience: 78 stylish Gen Z women

Survey Items:

・What are you currently spending the most money or time on?

・What sparked your interest?

・When do you hesitate?

・What are your criteria for feeling good about buying (or spending money on) something? etc.

Survey conducted by: Style Arena (style-arena.jp)

The Nature of 'Hesitation': "Lack of Imagination for Post-Purchase Experience"

Discovery, consideration, purchase.
The reason this flow stops is not just price comparison.

• "Do I really need this now?"

• "Can I imagine the scene where I'll use it?"

• "Will I regret it?"

When they cannot imagine their feelings after making a purchase, that 'hesitation' acts as a brake.
Precisely because their motivations are clear, they will postpone if it doesn't resonate with them.

Continuously pursuing the nature of 'hesitation' is key to bridging the gap between brands and consumers.

Four Motivations Revealed from the Real Voices of Stylish Gen Z

Delving deeper into the 78 interviews, the motivations behind consumption behavior could be categorized into four types.

For them, consumption is not merely the act of acquiring desired items, but rather "energy replenishment" to maintain their state and strive for tomorrow.

① "Condition Adjustment" to Get Through Today

Consumption aimed at maintaining one's condition at a certain level.
A distinctive feature is that it's positioned as a "necessary expense" rather than a "luxury."

"Nails are visible, so they affect my motivation. Beauty treatments can only be changed once a month, so I don't hesitate to spend on them." (24-year-old, beautician)

② "Best Choice" for Self-Affirmation

Spending money as a reward for oneself or to acknowledge oneself.
The sense of satisfaction, "Can I like myself for making this choice?" triggers consumption behavior.

"Eating what I like without restraint doesn't cause stress; it's actually a plus. It brings satisfaction." (23-year-old, office worker)

③ "Sense Update" to Discover a New Self

Traveling alone to an unknown place, trying a new lipstick color.
The motivation is to encounter a "new self" through unknown experiences and challenges.

"Playing the flute, watching anime, going out to eat delicious food. I'm happy when I discover something new." (24-year-old, beautician)

④ "Relationship Building" to Generate Vitality for Tomorrow

Consumption involving spending money on time and shared experiences with friends or a fan community.
All aspects, from preparation to the lingering afterglow, hold value.

"Live concerts make me feel powerful and energized. The preparation time discussing concert outfits with friends is also fun." (22-year-old, eyelash technician)

Conclusion

Because their motivations are clear, their sensitivity to incongruity is also high.

Why did it stop? What didn't feel right?

The answers to these questions cannot be seen from numerical aggregations.

It's easy to simply categorize it as "emo consumption."

However, what this interview showed is the fact that even for the same product or service,

the "motivations" people seek differ.

• Those who want to adjust their condition

• Those who want to affirm themselves

• Those who want to update their sensibility

• Those who value connections with others

Even for the same "mood-lifting consumption," its roots branch into four types.

The honest, real voices of stylish Gen Z individuals hold value.

Raw data recording the decision-making process, from each of the 78 individuals' hesitations to their consumption motivations...

Hints for your brand or initiatives might be found within it.

▶︎Download the interview content for all 78 individuals from this street interview here

To PR and Product Development Managers

Style Arena will continue to track real trends in Gen Z beauty and fashion, and conduct surveys that can provide hints for marketing and product development.

We also accept consultations for original surveys, joint projects, and data provision, including this "face-to-face interview survey."

Please feel free to contact us.

▶︎Details and inquiries here

※When citing this survey, please clearly state "Style Arena" as the source and include a link.

Style Arena : https://www.style-arena.jp

About Style Arena (Japan Fashion Association)

The Japan Fashion Association was established as a foundation on April 4, 1990, with the approval of the Minister of International Trade and Industry, and with broad support from companies, organizations, and local chambers of commerce and industry.

Style Arena (style-arena.jp) is a fashion information website launched in June 2002, with the theme of "Tokyo Street Fashion." It is planned and operated by the Japan Fashion Association, with the aim of disseminating Japan's dynamic fashion = lifestyle culture widely to the world, including Asia.

■Association Overview

Name: Japan Fashion Association

Location: Jimbocho Suga Building 7F, 1-5-1 Kanda Jimbocho, Chiyoda-ku, Tokyo

HP: https://www.japanfashion.or.jp

Style Arena : https://www.style-arena.jp

■Contact Information

Contact Person: Fukushima

Email Address: a.fukushima@japanfashion.or.jp