Objective: This research aims to design a cognitive map of Iranian Generation Z consumption behavior based on digital lifestyle using fuzzy cognitive mapping method. Digital lifestyle affects daily and long-term consumption, consumer behavior can be the basis for individual decision-making for brand products.Method: This research was conducted in two phases, qualitative and quantitative. In the qualitative part, interviews were conducted with 15 academic experts. In the quantitative phase, causal maps of Iranian Generation Z were extracted. 30 questionnaires were distributed among Iranian Generation Z in August 2025.Findings: Coding was done manually using MAXQDA software. In the next quantitative step, to calculate the level of influence, influence capacity, and centrality index, the calculated weights for 56 subcategories were used in a matrix format as input to FCMapper software.Conclusion: The results obtained indicate that the variables of influencers, multimedia habits and literacy, brand loyalty and support, brand promotions, online purchases and payments, purchase intention, brand experience, purchase behavior, brand acceptance, new technology, attitudes and preferences, brand engagement, beliefs and values, artificial intelligence, and motivation have the highest level of influence, capacity for influence, and centrality index, respectively.