Examining the generational differences in consumption patterns in South East Queensland

Abstract

The purpose of this paper is to examine the generational differences in consumption patterns in South East Queensland (SEQ) – a ‘sun belt’ region of Australia characterised by an urban and consumption-oriented lifestyle. Drawing on the SEQ quality of life survey data, characteristics of consumption are measured using a range of behavioural items that reflect the lifestyle choices the survey participants have made. These survey items have been factorised to determine the underlying structures that largely explain key consumption patterns in the region. Participants were categorised into one of four generational cohorts and their consumption patterns differentiated using a discriminant function analysis. The evidence from this study suggests that there exists little difference between generations in terms of consumption of public/common goods in the SEQ region except for ‘Generation Y’ as it is commonly known. The study findings also suggest that the ‘new leisure’ (i.e. internet, theme parks, fast food and rock concerts) is the most discriminating component that differentiates consumption patterns across generations.