Izvorni znanstveni članak
https://doi.org/10.51680/ev.34.2.9
Generation Z buying behavior change in the COVID-19 pandemic context
Mirna Leko Šimić
orcid.org/0000-0002-6637-3278
; Sveučilište Josipa Jurja Strossmayera u Osijeku, Ekonomski fakultet u Osijeku, Osijek, Hrvatska
Ana Pap
orcid.org/0000-0003-4927-5518
; Sveučilište Josipa Jurja Strossmayera u Osijeku, Ekonomski fakultet u Osijeku, Osijek, Hrvatska
Sažetak
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.
Ključne riječi
Generation Z; COVID-19; buying behavior; quality of life; Croatia
Hrčak ID:
270649
URI
Datum izdavanja:
10.12.2021.
Posjeta: 2.906 *