Generation Z and Consumption: How Communication Environment Shapes Youth Choices

Authors

  • Rasa Smaliukiene 1) Department of Creative Communication,Vilnius Gediminas Technical University; 2) Department for Strategic management, General Jonas Žemaitis Military Academy of Lithuania
  • Elena Kocai Department of Creative Communication,Vilnius Gediminas Technical University,
  • Angele Tamuleviciute Vilnius Gediminas Technical University Faculty of Creative Industries

Keywords:

consumptions, youth, generation Z, communication, social mindset, structural equation model (SQM) test

Abstract

Using smart applications, members of Generation Z communicate in their networks on a wide
range of issues, which forms their social sensitivity and makes impact on their consumption. The article focuses on Generation Z in Central and East Europe (CEE) where youth as a share of the total population is the smallest in the world. This study investigates Generation Z in Lithuania, one of the CEE countries, and presents the results of a large-scale survey of youth which analyses the expression of consumption and its interconnection with characteristics formed by social media. There are three main characteristics that explain consumption by Generation Z: cultural tolerance, social tolerance and tolerance to otherness on the network. This threefold theoretical model was proved using the Structural Equation Model (SQM). On the basis of this test we found out that social mindset is the strongest mediator between communication environment and consumption by Generation Z. At the same time, communication environment motivates for self-reward and hedonic consumption which does not compete and goes along with the social mindset. We conclude that Gen Z is a new group in consumer society that is distinctive by its unique characteristics.

Author Biographies

Rasa Smaliukiene, 1) Department of Creative Communication,Vilnius Gediminas Technical University; 2) Department for Strategic management, General Jonas Žemaitis Military Academy of Lithuania

Rasa Smaliukiene is professor of management and marketing having twenty years of experience in the field of public and business consulting and academic experience in leadership, communication and decision making. Her research has been funded by national and international agencies and has resulted in more than 40 journal publications and presentations at national and international conferences. orcid.org/0000-0002-5240-2429

Elena Kocai, Department of Creative Communication,Vilnius Gediminas Technical University,

Elena Kocai is a lecturer and the head of the Department of Creative Communication at Vilnius Gediminas Technical University, holds a PhD in Sociology. Research areas – youth values, sociology of deviations. She has 17 years of work experience in the sphere of sociological research.

Angele Tamuleviciute, Vilnius Gediminas Technical University Faculty of Creative Industries

Angele Tamuleviciute is a lecturer of the Department of Creative Communication at Vilnius Gediminas Technical University. Teaching area – communication and media, organizational communication. Research areas – communication, social citizenship and participation, youth policy.

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Published

2021-03-16