Abstract
Consumer behavior is a fundamental indicator of the state of contemporary transitional society. This study examines patterns of conspicuous consumption in the Republic of Kazakhstan under the influence of digitalization and shifting generational paradigms. The aim of the research is to identify the socio-cultural and structural mechanisms that shape consumer choice and credit behavior among Generation Z in comparison with older generations (Generations Y and X). The scientific significance of the study lies in its empirical examination of the widespread media stereotype that young people are inherently financially irrational. Its practical significance is reflected in the potential application of the findings to improve public financial literacy programs and enhance banking credit-scoring models by incorporating the socio-cultural drivers of indebtedness. The research is based on a mixed-methods design, combining a quantitative survey with a series of semi-structured in-depth interviews. The findings reveal a notable pattern: although utilitarian motives remain dominant across all generations, consumption has become institutionalized for Generation Z as a primary means of constructing social identity. High levels of credit activity among young people are driven not by hedonistic motives but by status-oriented aspirations, reinforced by the seamless architecture of digital financial ecosystems, particularly installment payment platforms. The study contributes to the field by systematically applying the concept of habitus to contemporary empirical data from Kazakhstan while incorporating the emerging phenomenon of «digital debt» This approach advances the sociology of consumption by providing new insights into the relationship between digitalization, consumer behavior, and social inequality. The practical implications of the study include the development of evidence-based recommendations for improving public policy aimed at regulating consumer lending and strengthening responsible financial behavior. Keywords: conspicuous consumption, sociology of consumption, youth, generation, habitus; symbolic capital, credit behavior, digitalization, responsible consumption.