In recent years, China’s economy has undergone rapid development. Increased disposable income and the rapid expansion of Internet-based financial services have positioned China as the largest market for luxury goods. Gen Z, the youngest demographic within emerging markets, is expected to play a pivotal role as the primary driver of the luxury market. However, while China’s luxury market continues to exhibit a high growth rate, this growth has gradually decelerated in comparison to the previous two years according to researchers. This presents a significant challenge for the luxury industry, as maintaining and enhancing the global growth trend has become a pressing concern where consumer behavior is concerned. The second key issue addressed in this study revolves around the concepts of compulsive buying and brand addiction, which can lead individuals, particularly Gen Z, to develop an addiction to luxury consumption. This study is based on an integrated model of conspicuous consumption, social comparison, and impression management theory. The key variables are materialism, brand consciousness, status-seeking, peer pressure, and collectivism to predict the luxury consumption model with debt attitude introduced as a moderating variable to study consumer behaviour in this age group. A non-probability sampling method and 480 people were selected as research samples. Quantitative analysis was used in this study, and SPSS and Smart PLS were used as data analysis tools. Structural equation model (SEM) using partial least squares method was used to determine the relationship of the variables and the moderating effect of debt attitude. The results showed that brand consciousness, status seeking, debt attitude and materialism had the strongest relationship with luxury consumption. Debt attitude as a moderating factor has a significant impact on the hypothesized relationship of the model. This paper provides empirical evidence for research on Gen Z’s luxury consumption, which has practical implications to marketers, luxury companies, local luxury brands and credit institutions.

Background: The background and objectives of the research revolve around bureaucracy as a classic form of the modern division of labor, with Max Weber acknowledging its inevitability. However, the objective implications of the bureaucracy’s iron cage are evident in governance and management experiences. The mayors of Tehran’s districts exemplify how Iranian culture interacts with bureaucracy. This research seeks to establish principles and governance for district governors using an alternative bureaucracy, parallel to conventional bureaucracy. Methods: The methods employed include twenty strategically selected interviews, considering age, municipal area, and work experience for maximum variance. Grounded theory methodology, specifically the approach by Anselm Strauss and Barney Glaser, guides the research, employing open coding, axial coding, and selective coding. MaxQDA 2020 software enhances the qualitative data analysis, facilitating organization, coding, and collaboration within the research team. Results: Findings indicate “inevitable violations” as a common starting point for interviewees, leading to three axes: “preconditions,” “objectives,” and “strategies and mechanisms” of alternative bureaucracy. In conclusion, breaking through bureaucracy becomes necessary for governors to act. Alternative bureaucracy, rooted in experience yet considering the bureaucratic field, requires transcendent goals. Hybridity and ethical principles are crucial when transitioning from conventional bureaucracy to the alternative in urban governance.