Generation Z has emerged as an important consumer segment whose buying behaviour is increasingly influenced by digital connectivity, social media, online information, changing lifestyles, and economic conditions. The present study examines the influence of psychographic factors, spending pattern on the buying behaviour of Generation Z consumers in Chikkamagaluru District. The study is based on primary data collected from 402 Generation Z respondents through a structured questionnaire and supported by secondary sources. The data were analysed using SPSS, with multiple regression analysis employed to determine the magnitude, direction, and significance of the influence of selected factors on buying behaviour. The behavioural-factor model indicates a strong relationship, with R = 0.942 and R² = 0.886, showing that 88.6 per cent of the variation in buying behaviour is explained by the selected behavioural factors. The model is statistically significant (F = 253.008, p < 0.001). Brand-switching behaviour, brand trust, social influence, online review reliance, and post-purchase behaviour emerge as significant predictors. The economic-factor model records R = 0.859 and R² = 0.738, explaining 73.8 per cent of the variation in buying behaviour, and is statistically significant (F = 91.105, p < 0.001). Purchasing power, price sensitivity, cashback and rewards, and household economic conditions show significant positive influences, while economic uncertainty demonstrates a significant negative influence. The study concludes that Generation Z buying behaviour is shaped by the combined influence of behavioural and economic considerations.