Research on the Impact Mechanism of Compensatory Health Consumption of Traditional Chinese Medicine under the Workplace Stress of Generation Z

Weitian Liu; Jingjing Zhao; Hao Zheng; Jiaxin Cheng

doi:10.6981/FEM.202611_7(11).0018

Authors

Weitian Liu School of Economics and Management, Zhongyuan University of Technology, Zhengzhou, China
Jingjing Zhao School of Economics and Management, Zhongyuan University of Technology, Zhengzhou, China
Hao Zheng School of Economics and Management, Zhongyuan University of Technology, Zhengzhou, China
Jiaxin Cheng School of Automation and Electrical Engineering, Zhongyuan University of Technology, Zhengzhou, China

DOI:

https://doi.org/10.6981/FEM.202611_7(11).0018

Keywords:

Workplace Stress; Compensatory Health; Brand Rejuvenation; Structural Equation Modeling; Binary Logistic Regression Model.

Abstract

As Generation Z fully enters the workforce, high-intensity work pressure has triggered a compensation-driven health consumption wave characterized by continuous depletion and replenishment. Traditional Chinese medicine brands, however, face severe cognitive aging challenges among younger demographics. Based on 1,055 valid questionnaires from Generation Z employees in Zhengzhou, this study integrates SOR theory, perceived value theory, and brand cultural translation theory to construct an analytical framework linking "workplace stress-compensatory health motivation-cultural identity-perceived value-consumption behavior." Empirical validation employs structural equation modeling, binary logistic regression, CCSI-IPA coupling analysis, and grey prediction models.The study found: First, perceived value plays a complete mediating role between workplace stress, compensatory health motivation, cultural identity, and consumption behavior, meaning all three antecedent variables translate into actual consumption behavior through product value perception.Second, perceived value serves as the core positive anchor in consumption decisions, with brand rejuvenation and traditional Chinese medicine cultural identity acting as positive supporting factors. Third, consumption demand can be categorized into four tiers: essential, expected, attractive, and indifferent. Workplace-adapted expected demands such as fragmented desk usage, portability, easy storage, and ready-to-eat convenience are currently the largest supply-demand mismatch pain points. Fourth, from 2026 to 2028, Zhengzhou's compensatory health consumption market for traditional Chinese medicine is expected to grow at an average annual rate of approximately 14.2%, with continued market expansion. Traditional Chinese medicine brands face three layers of disconnection-symbol, scenario, and value-requiring a tripartite approach centered on visual renewal, scenario adaptation, and cultural translation to drive rejuvenation transformation.

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