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Econviews : Review of Contemporary Entrepreneurship, Business, and Economic Issues, Vol. 34 No. 2, 2021.

Original scientific paper

https://doi.org/10.51680/ev.34.2.9

Generation Z buying behavior change in the COVID-19 pandemic context

Mirna Leko Šimić orcid id orcid.org/0000-0002-6637-3278 ; Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek, Osijek, Croatia
Ana Pap orcid id orcid.org/0000-0003-4927-5518 ; Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek, Osijek, Croatia

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Abstract

Purpose: The purpose of this research is to analyze the changes in Croatian Generation Z buying behavior due to the COVID-19 pandemic. As a result of the pandemic, all governments have imposed different measures that directly and indirectly impact consumer behavior. Recent studies have mostly recorded a dynamic increase in online shopping, stockpiling, and change in priorities from luxury to basic goods. This study will specifically look into the relation between Generation Z buying behavior change and their exposure to the COVID-19 pandemic as well as its impact on their perception of the quality of life.

Methodology: A sample of 442 Generation Z respondents from Croatia was analyzed using ANOVA to identify buying behavior changes concerning the level of their exposure to COVID-19. The analysis also included a potential correlation between buyer behavior change and their perception of the quality of life.

Results: The statistical analysis has confirmed the increase of online shopping and stockpiling in the group of respondents who were exposed to self-isolation and those who have not been exposed to COVID-19, but there was no correlation with their perception of the quality of life change as a result of forced buying behavior change.

Conclusion: Generation Z is identified as an e-generation, born and brought up in a digital environment. Although the pandemic has forced them to switch even more to online shopping, they do not perceive the exposure to the COVID-19 pandemic to impact their quality of life.

Keywords

Generation Z; COVID-19; buying behavior; quality of life; Croatia

Hrčak ID:

270649

URI

https://hrcak.srce.hr/270649

Publication date:

10.12.2021.

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