The Social Construction of Value: How Generation Z Determines What is “Worth Buying”

Abstract

This thesis examines how college-aged members of Generation Z determine what clothing is “worth buying.” While traditional economic models suggest that consumers make rational decisions based on price and utility, this research argues that value is socially produced through the interaction of economic constraints, social influence, and cultural meaning. Drawing on ethnographic interviews with college students across multiple campuses, as well as observations of shopping behavior at InstantReplay pop-up events, this study examines how young consumers evaluate clothing in both digital and physical environments. The findings show that while price and style are frequently cited as primary drivers of purchasing decisions, perceptions of value are heavily shaped by peer influence, social media, and brand recognition. This research also highlights a persistent tension between Gen Z’s expressed commitment to sustainability and their continued participation in fast fashion consumption. As clothing circulates through retail, discount, and resale markets, it moves through multiple stages of value, demonstrating that value is not fixed but continuously renegotiated. By situating Generation Z consumption within broader anthropological theories of value, identity, and commodities, this thesis contributes to a deeper understanding of contemporary shopping practices. Ultimately, it argues that determining what is “worth buying” is not purely an economic decision, but a social process through which individuals negotiate identity, belonging, and cultural relevance.