<![CDATA[Generation Z has emerged as an influential consumer group whose purchasing decisions are increasingly shaped by social, cultural, and ethical considerations alongside functional benefits. In the context of local-product consumption, purchasing decisions may represent a form of altruistic consumption when consumers perceive their choices as contributing to community welfare, cultural preservation, and local economic development. This study aims to explore how altruistic values are expressed among Generation Z consumers in supporting local products in Lombok and to identify the factors that encourage and limit such behaviour. This research employed a qualitative exploratory approach. Data were collected through in-depth interviews and focus group discussions involving 20 Generation Z consumers in Lombok with experience purchasing local products. The collected data were analyzed using thematic analysis to identify patterns related to consumer motivations, perceptions, barriers, and marketing implications. The findings reveal that local-product consumption among Generation Z is associated with economic prosociality, cultural identity, and support for local communities. Participants perceived local-product purchases as a way to support MSMEs, artisans, and the continuity of local traditions. However, altruistic intentions were not sufficient to guarantee purchasing decisions, as consumers also considered price, product quality, accessibility, packaging, and digital presence. This study highlights that local businesses should integrate social and cultural values with strong product performance and digital marketing strategies to enhance the attractiveness of local products among Generation Z consumers.]]>
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