Transformation of consumer values among representatives of generation Z

The article examines the characteristics of consumer behavior of Generation Z representatives. An analysis of available literary sources has shown that the existing idea of A. Maslow’s hierarchy of needs is also undergoing a process of transformation. A number of identified changes are described. In...

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Bibliographic Details
Published in:E3S web of conferences 2023-01, Vol.451, p.5003
Main Authors: Vinichenko, Victoriya, Spiridonova, Ekaterina, Ruzaeva, Irina
Format: Article
Language:English
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Summary:The article examines the characteristics of consumer behavior of Generation Z representatives. An analysis of available literary sources has shown that the existing idea of A. Maslow’s hierarchy of needs is also undergoing a process of transformation. A number of identified changes are described. Influenced by primary production factors, proposed by K. Marx, and other specific factors of production – entrepreneurial talent and information, the features of rational consumer behavior are consider ed. It was found that all considered factors of production have a positive impact on consumption, with the exception of information. To confirm the findings empirically, a study was conducted including the opinions of more than a thousand respondents belonging to Generation Z. All conclusions were confirmed. However, one of the issues made it possible to obtain an unexpected result, there must be a special focus on it.
ISSN:2267-1242
2267-1242
DOI:10.1051/e3sconf/202345105003