Analysis of attitudes of GenZ toward media and consumption: The region of Balkans

Abstract

The paper analyses behaviour of Generation Z (GenZ) in the region of Balkans (Serbia, Croatia and Republika Srpska). It presents the survey that was conducted among young people of age between 12 and 25, during December 2019 and January 2020. Total of 523 persons participated: 309 respondents from Serbia, 102 from Croatia and 112 from Republika Srpska. The analyzed topics were: Generation Z and communication, the role of Internet in life of Generation Z, attitudes of GenZ towards shopping and consumption habits. Besides many similarities of the results between global surveys and this one aiming region of Balkans, some specifics of the region were found and analyzed. The aim of the paper was to present insights that can help researcher (preferably in the field of marketing) to better understand the behavior of GenZ. The conclusion provides an analysis-comparison of similarities and differences of Generation Z in the Balkans comparing to global experiences.

The influence of social networks recommendations on the purchase intention: A comparative study between the millennial and centennial generation

“…Ahora bien, una explicación posible a la falta de significancia de las reseñas en la intención de compra de los centennials puede ser debido a la edad de las personas que conforman de este grupo generacional, ya que dentro de este se encuentran individuos que pueden tener un poco o nulo hábito por la lectura, por lo que las reseñas podrían no ser consideradas relevantes para los más jóvenes (Perić et al, 2020).…”

Examining Generation Z’s Attitudes, Behavior and Awareness Regarding Eco-Products: A Bayesian Approach to Confirmatory Factor Analysis

“…Generation Z is shown to be more open-minded and culturally aware than the other, older generational cohorts, as a result of its constant online presence as a digital native and growing up in the VUCA world [10,11]. An international study of Generation Z noted that this cohort is more involved in different types of activism-Gen Z is tuned for voluntarism and activism, cares about improving the world and actively chooses brands that work to make the world a better place [35,36]. Therefore, brands that emphasize health and wellbeing could prevail among new generation consumers in times of pandemics.…”

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