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

Šimić, Mirna Leko; Pap, Ana

doi:10.51680/ev.34.2.9

Cited by 8 publications

(11 citation statements)

References 10 publications

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“…Moreover, pandemic-related studies on Gen Z examined their online shopping motives and buying behavioural change (Simic and Pap, 2021), purchasing/shopping behavioural shifts (Zwanka and Buff, 2021), information overload through social media (Liu et al, 2021), intent to use AR technology in shopping journey (Caboni and Pizzichini, 2022), etc. Since these nascent studies were conducted either at the beginning or ongoing phases of the pandemic, they are largely either exploratory or conceptual in nature.…”

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confidence: 99%

COVID-19-induced shopping behavioural shifts justifying pandemic as ‘defining moment’ for generation Z

Agrawal¹

2023

IJRDM

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PurposeCOVID-19 pandemic endured for more than two years in many countries which caused higher levels of risk, crisis and vulnerability among people. The present study aims at justifying the COVID-19 pandemic as the ‘defining moment’ for Z generational cohort (Gen Z) by examining their post-COVID-19 shopping behavioural shifts.Design/methodology/approachFor this purpose, two studies were conducted. Study 1 examined shifts in their shopping priorities from the pre to post-pandemic eras by using mean, standard deviation and difference t-tests. Study 2 investigated the role of the 18 items in their post-COVID-19 online shopping preference and the results were compared with a similar pre-COVID-19 study to identify online shopping behavioural shifts.FindingsThe study finds five key post-COVID-19 shopping behavioural shifts among Gen Z consumers. These are ‘an inevitable inner desire for mitigating social isolation, risk and vulnerability’, ‘rational purchase decisions based on an in-depth analysis of multiple digital contents related to products/brands’, ‘permanent frugality in the shopping habits’, ‘conscious and cautious consumption’ and ‘the sacrifice of personal grit, idealism and psychology’.Practical implicationsSince the post-COVID-19 shopping behavioural shifts have far-reaching implications and long-lasting effects on the psychological processes and mental health of Gen Z, marketers/retailers can use the findings of this study to develop more effective marketing strategies for serving these early-adulthood consumers better.Originality/valueBased on their metamorphic shopping behavioural shifts by comparing their pre-pandemic and post-pandemic responses, the study justifies the severity and devastating effects of the pandemic crisis as the ‘defining moment’ for the youths of this COVID-19 generation.

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confidence: 99%

COVID-19-induced shopping behavioural shifts justifying pandemic as ‘defining moment’ for generation Z

Agrawal¹

2023

IJRDM

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“…, 2016; Chareewan et al. , 2020; Hoxha and Zeqiraj, 2020; Leko Šimić and Pap, 2021; Barwińska-Małajowicz, 2022).…”

Section: Literature Reviewmentioning

confidence: 99%

“…Unlike Millennials, Gen Z is less aware of economic struggles. However, there is some evidence of their perception of decreased life quality due to COVID crisis (Bencsik et al, 2016;Chareewan et al, 2020;Hoxha and Zeqiraj, 2020;Leko Simi c and Pap, 2021;Barwi nska-Małajowicz, 2022).…”

Section: Generationsmentioning

confidence: 99%

Generational differences in behavioral factors affecting real estate purchase intention

Vuković¹

2023

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PurposePurchasing real estate is one of the most important and complex decisions in a life of an individual, which should take numerous factors into account. The purpose of this research is to identify which behavioral factors significantly affect the intention to buy real estate. Since the real estate market is continuously changing, along with other economic and life conditions, it is expected that different generations have different characteristics which affect their behavior; therefore, it is important to analyze generational influence on buyers' behavior.Design/methodology/approachA survey analysis was conducted on a sample of 434 respondents in Croatia. Partial least squares structural equation modeling was used to obtain the results. The moderating effect of generational affiliation was observed.FindingsOverconfidence significantly affects intention to buy real estate, but it doesn't affect the level of importance individuals give to financial factors. On the other hand, herding significantly affects the level of importance given to financial factors, whereas it does not directly affect buying intention. A significant moderating effect of generational affiliation was found for the impact of overconfidence on financial factors, suggesting a negative effect for younger generations and a positive effect for older generations.Originality/valueThis research proposes a novel unique model with both behavioral and financial factors as predictors of the intention to buy real estate, together with generational differences in buyers' behavior. Understanding normal human behavior is crucial to determine how buyers' decisions and intentions change under the influence of certain biases or characteristics such as generational affiliation.

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“…Consumption levels fell by around 25% in some European countries (e.g. UK, Spain, Italy, and France) during the coronavirus crisis, while in the USA a 10% drop in consumption was recorded during this period [13]. Over the last 2 years, the COVID-19 pandemic has produced not only dramatic economic but also psychosocial effects, transforming many parameters of consumption behavior and more general lifestyle standards [14].…”

Section: Sociological Reflection On the Transformation Of Consumer Be...mentioning

confidence: 99%

“…Šimić and Pap [13] empirically observed changes in consumption behavior during the coronavirus crisis in Croatia within the Generation Z population, whose members are often referred to as "digital natives". Based on a quantitative data analysis conducted on a sample of 422 respondents, they showed that the consumption behavior of Generation Z during the coronavirus crisis led to much more stockpiling and overbuying.…”

Section: Sociological Reflection On the Transformation Of Consumer Be...mentioning

confidence: 99%

Consumer Culture and Abundance of Choices: Having More, Feeling Blue

Roubal¹

2023

Business, Management and Economics

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The defining feature of contemporary consumer culture is the escalation of consumption opportunities and the expanding space for choice. An unbridled and unrestricted range of products is part of material prosperity, rising living standards, and emancipation of human freedoms. The growing demands for constant consumer decision-making in an increasingly opaque environment of potential targets of choice exposes consumers to the risk of procrastination, passivity, and resignation, as well as psychological discomfort. The goal here is to contribute to theories of consumer behavior in the context of the psychological experience of choice under the conditions of the accelerated quantity of consumption volumes against the backdrop of the COVID-19 pandemic. While conventional offline shopping was drastically curtailed during the coronavirus crisis, freedom of consumer choice was maintained despite many proclamations to the contrary. I seek to provide support to the claim that freedom of consumer choice was maintained and often amplified during the pandemic in the online virtual environment of digital commerce formats. Freedom of consumer choice has merely been transformed into a horizontal level of application by the relatively rapid and fluid conversion of market activities into the cyberspace of a growing number of e-stores and online supermarkets, unconstrained by the physical space of shelves and counters.

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

Cited by 8 publications

References 10 publications

COVID-19-induced shopping behavioural shifts justifying pandemic as ‘defining moment’ for generation Z

COVID-19-induced shopping behavioural shifts justifying pandemic as ‘defining moment’ for generation Z

Generational differences in behavioral factors affecting real estate purchase intention

Consumer Culture and Abundance of Choices: Having More, Feeling Blue

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