倦怠社会背景下道家文化元素对“Z世代”精神性消费的赋能

The Empowerment of Daoist Cultural Elements in the Spiritual Consumption of “Generation Z” in the Context of Burnout Society

摘要: 本文在倦怠社会的社会语境下针对“Z世代”消费群体的精神性消费，分析道家文化元素为倦怠中的Z世代提供了三重精神性消费的赋能路径：其一，以“清静无为”的理念提供“消极性”空间，对抗过度积极的功绩社会；其二，将“道”“炁”等抽象概念转化为徽章、御守、茶饮等具象载体，使其可见性缓冲不确定性；其三，消费中植入法自然、养生的价值叙事，使购买行为转化为一种重塑自我的价值实践。

Abstract: In the social context of burnout society, this paper examines the spiritual consumption of the “Generation Z” demographic and analyzes how Daoist cultural elements provide three empowering pathways for the spiritually fatigued Generation Z: First, the concept of “quietness and non-action” offers a “negative” space to counter the overly positive achievement-oriented society. Second, abstract notions such as “Dao” and “Qi” are transformed into tangible carriers like badges, amulets, and tea beverages, making them visible and helping to buffer uncertainty. Third, the integration of values such as “following nature” and “nurturing life” into consumption narratives turns purchasing behavior into a value-driven practice of self-reinvention.