Characteristics of consumer behaviour of Generation Z
Characteristics of consumer behaviour of Generation Z

Author(s): Teodora Obretenova
Subject(s): Economy, Human Resources in Economy
Published by: Международно висше бизнес училище
Keywords: generation Z; consumer behaviour; market
Summary/Abstract: Long before the term "influencer" was coined, young people have always been the ones who have had a strong influence on creating and interpreting trends in consumption and user experience. Today, in the digital information age, this role is given to the new generation - Gen "Z". This article briefly presents the main characteristics of this generation, which is increasingly beginning to dominate the market with its preferences, wants and needs. The main purpose of the report is to present the characteristics of the consumer behaviour of Generation Z – how they shop, how they choose the products and brands to buy, how they are affected by the dynamically changing economic environment, especially in recent years after the Covid-19 pandemic. A study was conducted among representatives of generation Z to highlight the most important factors and characteristics influencing the market behaviour of this generation of consumers.

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