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The emergence of Generation Z as a dominant consumer demographic has created new challenges and opportunities for businesses and marketers. This generation, born between the mid-1990s and early 2010s, is characterized by its digital fluency, social consciousness, and demand for seamless online experiences. Traditional marketing strategies are often insufficient to capture their complex decision-making processes, which are heavily influenced by subconscious factors. This study investigates the application of advanced neuromarketing tools—such as functional Magnetic Resonance Imaging (fMRI), Electroencephalography (EEG), and Galvanic Skin Response (GSR)—to delve deeper into Generation Z's shopping behaviors. Using neuromarketing techniques, we aimed to uncover the implicit, emotional, and cognitive drivers behind their purchasing choices. A binary dataset, reflecting diverse variables such as ease of platform use, availability of payment methods, and ethical business practices, was analyzed using the Technique for Order of Preference by Similarity to Ideal Solution (TOPSIS) and the Grand Prix model. These methods allowed us to rank the factors that hold the greatest sway over Generation Z’s purchasing decisions. Our research reveals several key trends. First, intuitive and user-friendly interfaces are of paramount importance, as Generation Z expects seamless interaction with technology. Second, the availability of a wide range of payment options, including digital wallets and buy-now-pay-later services, significantly influences their purchasing choices. Third, Generation Z places a strong emphasis on sustainability and corporate ethics, favoring brands that demonstrate a commitment to environmental and social responsibility. These findings have crucial implications for brands and marketers seeking to engage Generation Z. Companies must prioritize designing user-centric platforms, offer flexible and inclusive payment options, and adopt transparent, ethical business practices. By addressing these preferences, businesses can not only attract but also retain the loyalty of this influential and rapidly growing demographic. Furthermore, our research suggests that neuromarketing can serve as a powerful tool for decoding subconscious consumer behaviors, providing deeper insights that traditional market research may overlook. The integration of neuromarketing with decision-support models like TOPSIS and the Grand Prix model offers a robust framework for evaluating and predicting consumer behavior in Generation Z. This approach presents actionable insights that are pivotal for developing marketing strategies tailored to the nuanced preferences of this socially-conscious generation, ensuring long-term brand loyalty and competitive advantage in the digital marketplace.