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1
Perić, Nenad, Tatjana Mamula-Nikolić, and Teodora Delić. "Analysis of attitudes of GenZ toward media and consumption: The region of Balkans." Marketing 51, no. 3 (2020): 210–18. http://dx.doi.org/10.5937/markt2003210p.
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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.
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Öner, Neslihan, Hasan Durmuş, Yağmur Yaşar Fırat, Arda Borlu, and Nilüfer Özkan. "Sustainable and Healthy Eating Behaviors and Environmental Literacy of Generations X, Y and Z with the Same Ancestral Background: A Descriptive Cross-Sectional Study." Sustainability 16, no. 6 (2024): 2497. http://dx.doi.org/10.3390/su16062497.
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As social culture and structure evolve, changes occur in individuals’ eating habits and environmental awareness. This study assesses the relationship between sustainable eating behaviors and environmental literacy across generations (Gens) from the same ancestry. The Sustainable and Healthy Eating (SHE) Behavior Scale and the Environmental Literacy Scale for Adults (ELSA) was administered to 381 individuals across three generations. Self-reported anthropometric data were collected. The total scores of the SHE Behavior Scale of the participants from all three generations were significantly different from each other. The “Quality Labels”, “Meat Reduction” and “Low Fat” factor scores were similar in GenX and GenY. These factor scores were significantly lower in GenZ. The “Animal Welfare” factor score was significantly higher in GenX. The “Avoiding Food Waste and Seasonal Foods” and “Local Food” factor scores were significantly higher in GenX than in GenY and GenZ. The “Healthy and Balanced Diet” factor score was significantly lower in GenZ. There was no difference between the total ELSA scores. The “Environmental Consciousness” factor score was significantly lower in GenX than in GenY. Generational disparities strongly influence perspectives on sustainable and healthy eating. Focused initiatives are essential to educate future parents, who play a pivotal role in shaping the next generation, about sustainable nutrition.
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Mamula-Nikolić, Tatjana, Karolina Perčić, and Mirjana Nećak. "Designing a sustainable brand by engaging brand-consumers' collaboration Generation Z co-creators and influencers in Serbia." Marketing 53, no. 1 (2022): 37–50. http://dx.doi.org/10.5937/mkng2201037m.
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The purpose of this paper isto identify the scope of Generation Z's participation in the process of collaboration with brands in Serbia and to study the potentials in the future. Collaboration between Generation Z (GenZ) and brands in the digital world and intensive era of social media marketing has two roles: GenZ as co-creators and influencers. The aim of the research isto measure statistically significant differences in the answers of the respondents in relation to the examined opinions, needs, attitudes and intentions of the members of GenZ regarding the process of collaboration (co-creators and influencers). In January & February 2021 the research was conducted with 303 respondents of GenZ in the online survey. The results show that almost 70% of members of GenZ believe that organizations should more often organize activities in which consumers participate. By involving GenZ in the process of collaboration with brand, product and service development, receiving regular feedback from them and engaging influencers, marketing and brand managers could work on creating unique solutions, added values and personalized experience. Serbian marketing and brand managers, working to strengthen the customer centricity approach, could apply research results, insights and recommendations to design more effective and efficient collaboration for their brands together with GenZ.
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Lee, Chei Sian, Li En Tan, and Dion Hoe-Lian Goh. "Examining generation Z's use of generative AI from an affordance-based approach." Information Research an international electronic journal 30, iConf (2025): 1095–102. https://doi.org/10.47989/ir30iconf47083.
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Introduction. This paper uses the affordances framework to investigate how Generation Z (GenZ) students in higher education use generative AI (GenAI). There is an increasing need to gain a deeper understanding of GenZ’s interaction with artificial intelligence tools to better support their integration into higher education and the workforce. Method. Data was collated from semi-structured interviews with 34 GenZ students in higher education. Analysis. Thematic analysis was conducted on the qualitative data collected from the semi-structured interviews. Results. The findings suggest GenZ students have seamlessly integrated GenAI into diverse aspects of their lives. This study highlighted three main GenAI affordances that resonate with GenZ students: a) content searching and curation b) content generation and ideation, and c) content enhancement and refinement, revealing new opportunities for information access. Conclusions. This study shed light on the perceived affordances of GenAI for GenZs, addressing a gap in the current literature on GenAI. The findings underscore the significant extent to which GenAI has been integrated into GenZ students’ daily lives. Our study contributes to a better understanding of how GenAI’s affordances facilitate and support GenZ students, providing invaluable insights that can inform future policies on developing literacy for AI use tailored to this group.
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Fajar Husain A, Ryan Yunus, Ellen Proborini, et al. "Peningkatan Literasi Digital Generasi Z di Era Society 5.0 Melalui Pelatihan Patitech Academy Genz Techno Camp." Aksi Nyata : Jurnal Pengabdian Sosial dan Kemanusiaan 1, no. 3 (2024): 155–60. http://dx.doi.org/10.62383/aksinyata.v1i3.340.
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Generation Z is a generation born in 1997-2012. This generation grew up and developed in the digital era, so they are very familiar with technology. However, the digital literacy of generation Z still needs to be improved, especially in terms of technical and creative skills. On December 25-30, 2023, Patitech Academy held a Genz Techno Camp training. This training was attended by 15 participants, consisting of 7 college students, 6 high school/vocational school/Islamic high school students, and 2 junior high school students. The purpose of this activity is to improve the digital literacy of generation Z, especially in terms of technical and creative skills. This activity also aims to prevent generation Z from falling into negative things during the holidays. The training materials provided include: IoT (Internet of Things), Design graphics, Web programming, Content creator, Digital marketing. This training uses a participatory learning method. Training participants are invited to actively discuss and practice. This training is also supported by competent teaching staff in their fields. The results of the training showed that participants showed an increase in technical and creative skills. They can understand the basic concepts of IoT, graphic design, web programming, content creators, and digital marketing. Training participants can also apply these skills in creating digital products, such as applications, websites, graphic designs, and digital content. The Genz Techno Camp training activity has succeeded in increasing the digital literacy of generation Z. This activity can be an example for various parties to improve the digital literacy of generation Z in a sustainable manner.
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Kota, Bhavya Rathna, Luciana Debs, and Taylor Davis. "Exploring Generation Z’s Perceptions of Green Homes." Sustainability 14, no. 16 (2022): 10148. http://dx.doi.org/10.3390/su141610148.
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In recent years, there has been an increase in environmental awareness in the United States, leading to steady growth in environmentally conscious consumerism. Looking specifically at green home marketing, understanding the consumer behavior of the next generation of homebuyers, Generation Z (GenZ), is important for environmental and business reasons. This study surveyed 116 university students to explore the influence of specific barriers and types of motivation (intrinsic, instrumental, and non-normative) on their perceptions of green homes. Our findings suggest certain barriers have more influence on GenZ consumers than others, with the perceived lack of choice in selecting Green Home Features (GHFs) as the top barrier, followed by a lack of information about GHFs, and then the perceived effort to analyze GHFs. Furthermore, for GenZ consumers, intrinsic and non-normative motivations seem to significantly affect their willingness to buy green homes, whereas instrumental motivation does not. Our findings expand on previous studies on green consumer behavior to provide a new benchmark for understanding GenZ’s consumer behavior, specifically towards green homes. Our results can be used by marketers and policymakers to study future home trends, attract more potential buyers to green homes, and help create a sustainable environment for future generations.
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Alya Syafira Khairunnisa, Balqis Najmi Aqila Putri Syaela, Firda Nur Fauziah, et al. "Analisis Pengaruh Influencer Terhadap Keputusan Pembelian Skincare dan Make Up di Kalangan GenZ." Jurnal Mahasiswa Kreatif 2, no. 3 (2024): 19–30. https://doi.org/10.59581/jmk-widyakarya.v2i3.3101.
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This research analyzes the influence of influencers on purchasing decisions for skincare and makeup products among Generation Z. Data was collected through a questionnaire distributed to 170 respondents. The results show that most of Generation Z follows influencers' social media accounts to obtain product information and recommendations. Influencer reviews have a significant influence on purchasing decisions, with 85.9% of respondents being interested in buying products after seeing influencer reviews. However, 88.8% of respondents still conduct additional research before making a purchase. The presence of influencer reviews can trigger consumptive behavior, with 69.4% of respondents stating so. To overcome this behavior, 87.6% of respondents set a special budget, and 89.4% compare product prices. Nevertheless, 64.1% of respondents spent more than their planned budget, with 60.6% spending more than IDR 200,000 per month on skincare and makeup products. This research concludes that influencers have a significant influence in attracting purchase interest and purchasing decisions among Generation Z for skincare and makeup products.
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Debangana, Chakrabarti. "A Study on How Social Media FOMO (Fear of Missing Out) Impacts the GenZ Audience." Indian Journal of Mass Communication and Journalism (IJMCJ) 4, no. 1 (2024): 1–6. https://doi.org/10.54105/ijmcj.E1083.04010924.
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<strong>Abstract: </strong>Generation Z, or Gen Z, refers to people born between 1995 and 2010, often known as "zoomers," the first generation to fully embrace the internet. This paper focuses on the impact of socialmedia-induced Fear ofMissing Out (FOMO) on Generation Z, blending with the characteristics of digital nativity and extensive engagement with social media platforms. Fear of Missing Out, or FOMO, was uniquely introduced in 2004 with the rise of social networking sites. It centers on anxiety and how, for Gen Z, this plays a pivotal role in making one feel absent from rewarding experiences. This study delves into the effects on mental health, psychological well-being, self-esteem, and life satisfaction. It explores social media analytics regarding usage, compulsive checking, behavioural consequences, following trends, and real-life social interactions. The findings highlight the need for strategies to mitigate FOMO's adverse effects, promoting healthier social media habits and fostering a more balanced approach to digital consumption.
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Miner, Gemma, Roshan Nayak, Cheryl Butterfield, Donna Schwarting, and Stacey MacArthur. "Engaging Generation Z: Exploring Volunteering Preferences and Influential Factors for 4-H Programming." Journal of Extension 63, no. 2 (2025): 1–11. https://doi.org/10.34068/joe.63.02.14.
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This article presents research findings on Generation Z (GenZ) individuals’ motivation and preferences as volunteers. The study utilized a mixed-methods approach, gathering data from 910 Gen Z individuals aged 18 and older across six states. Gen Zers prefer volunteer opportunities related to education and social impact, influenced by an organization’s mission and values. Support and personal commitment are crucial in their decision-making process. They exhibit diverse perspectives on volunteer engagement duration, emphasizing purpose-driven efforts. This research provides valuable insights for effective recruitment and retention strategies for engaging Gen Z volunteers in meaningful opportunities.
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et al., Vinichenko. "Threats and risks from the digitalization of society and artificial intelligence: Views of generation Z students." International Journal of ADVANCED AND APPLIED SCIENCES 8, no. 10 (2021): 108–15. http://dx.doi.org/10.21833/ijaas.2021.10.012.
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The aim of this article was to identify the nature of threats and risks for people and society from the digitalization of society and the introduction of artificial intelligence from the perspective of Russian and Slovak students of Generation Z. The main empirical research methods were questionnaires, in-depth interview and focus group. In the context of the COVID 19 pandemic limitations, the research was conducted remotely using Google Form, Skype, and Zoom. 1857 GenZ students from 35 Russian universities and 316 GenZ students from two Slovak universities took part in the survey. When comparing the populations of Russian and Slovak GenZ by qualitative characteristics, a very high positive correlation was revealed with the Pearson correlation coefficient R=0.962-0.9782. The following trend was revealed: an increase in the rate of digitalization of society and the introduction of AI in comparison with the rate of study by society, a person of the possibilities of the digital environment, AI, and their mastery of technologies for using AI. The study revealed a stable connection: digitalization and AI create comfortable conditions for human life and at the same time generate a danger for human dependence on the digital environment. The main directions for the further development of this study can be studying this problem in other countries, the definition of a methodology for identifying threats and risks, and the development of a set of measures to overcome them.
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Vinichenko, Mikhail V., Galina Yu Nikiporets-Takigawa, Natalia V. Ljapunova, Oksana L. Chulanova, and Peter Karacsony. "The nature of the influence of digitalization and artificial intelligence on the sociocultural environment and education in the conditions of the pandemic: views of students of generation Z Russia and Slovakia." Perspectives of Science and Education 51, no. 3 (2021): 26–42. http://dx.doi.org/10.32744/pse.2021.3.2.
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The high dynamics of changes in the socio-cultural environment under the influence of the digitalization of society and the introduction of artificial intelligence requires a timely study of emerging phenomena and problems for a quick and adequate response. Despite the fact that today, management decisions are made by representatives of the older generations, the near future will be shaped on the basis of the opinion of young people – generation Z (GenZ). The aim of the article was to study the nature of the impact of digitalization and artificial intelligence on the socio-cultural environment through the prism of the views of generation Z students. Research methods: a set of general scientific and special methods. The main empirical research methods were a sociological survey based on the online service Google Form, an in-depth interview, and a focus group using communication programs. The study was conducted with the involvement of Russian and Slovak students from GenZ, taking into account the restrictions associated with the COVID 19 pandemic. The sociological survey was conducted among students of 35 leading universities in Russia (n = 1881) and 2 universities in Slovakia n = 316 people. The selection of respondents was made by the “snowball” method through a chain of redirecting questionnaires to generation Z students and attracting additional subjects to the study. As a result of the study, it was found that the impact of digitalization and artificial intelligence on society is complex, contradictory and ambiguous, the depth and extent of the impact of which has not yet been studied. For the first time, the authors revealed the similarities and differences in the positions of Russian and Slovak students of GenZ in their various combinations. There was revealed a statistical significance between the factorial and effective signs (p <0.001) with a very high positive correlation. Pearson's correlation coefficient is in the range R = 0.973-9902. At the same time, 66% of Russian and 65% of Slovak GenZ believe that digitalization of society and AI will create favorable conditions for the training and development of youth, employment of university graduates; 55% of Slovak respondents (against 42% of Russian) believe that these processes will deepen social inequality in society. Risks of a decrease in human intellectual abilities have been identified against the background of digitalization and AI coverage of the entire social environment, but they have not yet reached their peak values. As a result, the main factors influencing the socio-cultural environment were formulated, the dependence in the triad system "student-teacher-university administration" was revealed: the longer distance education lasts in the context of the COVID 19 pandemic, the less students are willing to return to the offline format. The following trends were revealed: growth of some advantage of generation Z in employment in the context of digitalization and the introduction of artificial intelligence against the backdrop of the COVID 19 pandemic; reducing the time of interaction with the digital environment, monitor screens for rich people. The results obtained in the future are applicable to the development of the theory of digitalization and the use of artificial intelligence in the social environment, the upbringing of generation Z.
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Sagar, Aman, Arul Jyothi, and P. V. Ranjith. "GenZ prefers cosmetic brands that are focused on sustainability and environmental issues." BIO Web of Conferences 151 (2025): 04007. https://doi.org/10.1051/bioconf/202515104007.
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The study is conducted to understand the preferences of GenZ and how sustainability influences their purchasing decisions. The study uses primary research to identify the influence of environmental factors on purchasing decisions. The study finds that Generation Z (GenZ) prefers beauty brands that focus on sustainability and environmental issues for several key reasons based on the research: GenZ people are well aware of the environmental issues facing our planet and are committed to preserving and protecting the environment. They are aware of the consequences of their actions and know that the beauty sector has a large impact on the environment. They look for companies that truly care about sustainability and back up their claims with actionable insights. Community reviews and opinions have a great influence on Gen Z customers. They rely on influencers, social media, and online communities to gain knowledge and make wise decisions. Using these opinions and insights, the authors provided suggestions for both brands to attract customers and for consumers to choose brands in the future.
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Gokhale, Gautam Milind, and Ankur Mittal. "Decoding the Behavioral Intentions of Gen Z Investors: Analysing the Impact of Investor Protection in the Digital Era & Predictive Insights from PLSpredict." International Journal of Economics and Financial Issues 15, no. 2 (2025): 375–86. https://doi.org/10.32479/ijefi.18105.
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This study aims to examine the impact of investor protection measures on generation Z (GenZ) investors behavioral intentions under the mediation of cognitive bias and perceived risk, using S-O-R model and theory of behavioral finance. Employing a quantitative approach, data was collected through survey responses from 402 GenZ investors. The data was analysed using SmartPLS4 for PLS-SEM. The study evaluates the effectiveness of investor protection measures and contrasts modern finance theories, which assume market efficiency with behavioral finance theories highlighting the influence of psychological factors on behavioral intentions. The findings reveal that investor protection measures which include financial literacy, regulatory effectiveness, and surveillance deterrence, significantly influence behavioral intentions of GenZ investors. These factors have both direct and indirect effects with cognitive biases and perceived risk serving as mediators. This study is among the first to uniquely integrate investor protection measures with theory of behavioral finance. It empirically demonstrates that internal cognitive factors and external regulatory factors are crucial in shaping behavioral intentions of genZ investors.
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Guttmann, Marlow D. "Sinnsuche mit Hindernissen: Generation Z - Ein Talentpool, der Recruiter verzweifeln lässt." Personalführung, no. 2/2025 (February 6, 2025): 28–33. https://doi.org/10.5281/zenodo.15609159.
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Für die Generation Z, geboren zwischen Mitte der 1990er‑Jahre und 2010, ist Sinnfindung beziehungsweise „Purpose“ ein zentrales Thema. Talentscouts schätzen ihre Werteorientierung, aber es gibt auch kritische Stimmen, die der Gen Z Selbstbezogenheit und Egoismus vorwerfen. Wie können Unternehmen dieses Potenzial ausschöpfen? Ein Beitrag von Marlow D. Guttmann Weitere Informationen unter www.marlowguttmann.de
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Kozłowski, Wojciech. "Exploring Generation Z's Skepticism Towards Cause-Related Marketing: Understanding the Antecedents and Consequences." Prace Naukowe Uniwersytetu Ekonomicznego we Wrocławiu 68, no. 2 (2024): 106–16. http://dx.doi.org/10.15611/pn.2024.2.09.
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Although cause-related marketing (CRM) is being increasingly applied, little is known about GenZ skepticism. This study aimed to understand the antecedents and consequences of skepticism towards CRM offers among GenZ consumers. Quantitative research was used to test the conceptual model using structural equation model (SEM). The analysis confirmed the proposed hypothesis. The author's findings provide empirical evidence that altruism and the perceived company’s motivation negatively affect skepticism toward a CRM campaign. This study further proves the effect of consumer skepticism on purchase intention. As skepticism increases, the willingness to buy cause-related products decreases. The findings are relevant for both scholars and marketers. Scientists will be enriched with knowledge about the prosocial behaviour of Generation Z. From a managerial perspective, this research could help practitioners to design CRM campaigns effectively. To the best of the author’s knowledge, no such study has been conducted in the context of Poland.
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Myra, Cusi Britiller* PhD, M. Amponin PhD Aimee, Sheila A. Clanor MAN Maria, L. Morcilla MN Romielyn, and C. Pring PhD Cecilia. "Communication Skills of Generation Z Nursing Students in Establishing Nurse-Patient Relationships." International Journal of Current Science Research and Review 08, no. 02 (2025): 561–73. https://doi.org/10.5281/zenodo.14793214.
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Abstract : Now Gen Z is entering the nursing programs. It is known that communication is essential in the nursing profession, and it is the foundation of the relationship between the nurse and patient The study aimed to determine the communication skills of Gen Z nursing students in establishing nurse-patient relationships. The study used a descriptive, cross-sectional research design. The participants of the study were five hundred seventy (N = 570) Gen Z nursing students from HEIs in the province of Batangas, Philippines, and one hundred twenty-eight (N = 128) clinical instructors directly supervising them during their RLEs. A two-part researcher-structured questionnaire was the tool for data collection. The tool consisted of 10 critical indicators for determining the communication skills of nursing students, such as active listening, compassion, cultural awareness, nonverbal communication, patient education, personal connection, presentation skills, trust, verbal communication, and written communication skills, and four standards of nurse-patient relationships, indicated in the Nurses Association of New Brunswick (2020). Mean and independent t-test were used for data analysis. Results revealed that Gen Z excels at navigating digital technology, accepts individual differences, and has a sense of independence. Gen Z are respectful, transparent, diverse, and collaborative future healthcare practitioners. Gen Z nursing students asserted possessing very effective communication skills, whereas their clinical instructors rated them as only effective in establishing nurse-patient relationships. There were discernible variations in the assessments of communication skills and the effectiveness of establishing nurse-patient relationships between Gen Z nursing students and their clinical instructors. The study recommended that nursing programs should capitalize on Gen Z strengths by integrating technology-enhanced tools and platforms, optimize the achievement of learning outcomes by aligning clinical teaching strategies with the distinct learning styles of Gen Z nursing students, and incorporate training programs focused on improving advocacy skills, recognizing boundaries, and terminating nurse-patient relationships.
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Waligóra, Anna, and Marcin Górski. "Competences of the Future—How to Educate the iGen Generation." Education Sciences 15, no. 5 (2025): 621. https://doi.org/10.3390/educsci15050621.
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This article presents the results of a study conducted in the area of qualitative social research in relation to the interpretative paradigm, as well as a review of research concerning the specificity and characteristics of the functioning of representatives of Generation Z (Zoomers, GenZ) and Generation Alpha. The aim of the present research was to assess the opinions of university teachers regarding the functioning of the iGen generation and the challenges of educating students representing Generation Z. In this research, a focus interview method was used. Interviews were conducted over a period of 6 months, with a total research sample [N = 150] of university teachers. Sociological, pedagogical and psychological analyses indicate different functioning of the young iGen generation in the context of social relations, learning and communication processes in relation to previous generations. These differences affect the educational process—the transmission of knowledge and the relationship of teachers with students. An analysis of the research results allowed for the proposal of exemplary educational solutions such as the competence-based education (CBE) model, as well as problem- and project-oriented learning (PBL) methods. The conclusions led to the design of practical guidelines that could be implemented in the process of educating students and, at the same time, preparing young people for the changing needs of the labour market.
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Soni, Anukriti, Gaurav Khatri, and Priyanka Ranawat. "The Impact of Digital Marketing on Social Media Influencers' Purchasing Intentions among Adults and GenZ." International Journal of Multidisciplinary Research in Science, Engineering and Technology 7, no. 05 (2024): 10337–45. http://dx.doi.org/10.15680/ijmrset.2024.0705121.
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This study seeks to explore the effect of digital marketing specifically by social media influencers on consumer behaviour of adults and Generation Z (Gen Z). It was found that Instagram is the most popular platform for influencer engagement with a 79% usage rate in both groups. Additionally, 84% of respondents who are from the adult population as well as those belonging to Gen Z have come across promotional content done by influencers. Similarly, 61% among grownups while 64% within this age bracket sometimes buy products after they have been recommended by these individuals. The research highlights importance authenticity and relatability play in establishing trust as well as calls for companies to adjust their marketing approaches considering current tight competition within digital space.
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Kotak, Kashish. "A Study on Financial Literacy on Investment Among Genz with Special Reference to Anand." INTERNATIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 09, no. 05 (2025): 1–9. https://doi.org/10.55041/ijsrem47168.
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ABSTRACT: This study investigates Gen Z's financial literacy in the Anand district and how it influences their choice of investments. It evaluates their understanding of risk assessment, saving, budgeting, and investment options such as stocks and mutual funds through surveys. The results show that although many people understand the fundamentals of finance, they lack in-depth understanding of investments. Social media and digital platforms have a big impact on their decisions, but they still struggle with a lack of financial education and direction. To help Gen Z make wise investment choices, safeguard their future, and support economic expansion, the study recommends raising financial literacy through workshops and online resources. KEYWORDS: FINANCIAL LITERACY, INVESTMENT, GENERATION Z, ANAND
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Sentiani, Sentiani, Tia Oktavia Ramadhan, Karina Wilda, and Nadya Novianty. "The Influence of Risk Perception, Lifestyle, Fear of Missing Out And Mental Accounting On Genz E-Commerce Users." Bengkulu International Conference on Economics, Management, Business and Accounting (BICEMBA) 2 (November 29, 2024): 665–78. https://doi.org/10.33369/bicemba.2.2024.26.
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In the digital era, online financial services such as paylater are increasingly popular, especially amongGeneration Z. This research identifies the factors that influence Generation Z&#39;s decision to use paylateron e-commerce platforms, with risk perception, lifestyle, and fear of missing out (FoMO) as anindependent variable, and mental accounting as a moderating variable. Risk perception is worry aboutfinancial loss, lifestyle reflects consumer spending habits, and FoMO is worry about missing out ontrends. The survey was conducted in Banjarmasin City with 167 Generation Z respondents who had usedpaylater. The results of SEM analysis based on Partial Least Squares show that risk perception (p-value =0.001, t-statistic = 3.251), lifestyle (p-value = 0.039, t-statistic = 2.073), and FoMO (p-value = 0.000, t-statistic = 10.152) has a significant effect on the use of paylater. However, mental accounting does nothave a significant moderating effect. These findings are useful for e-commerce companies in designingpaylater strategies. The contribution of this research is also important for the development ofeconomics and business, especially in understanding consumer behavior in the digital era, as well asbeing a reference for future research on the paylater phenomenon.
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Annisa, Nur, and Ali Hanafiah. "Understanding the Appeal of Local Cosmetics of Mustika Ratu Cosmetics in Shaping Indonesian Generation Z Purchase Intentions." Jurnal Ilmiah Manajemen dan Bisnis 10, no. 3 (2024): 406. https://doi.org/10.22441/jimb.v10i3.31041.
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Indonesia is a promising market for cosmetics and personal care products, providing opportunities for domestic and international manufacturers. The Indonesian cosmetics market is estimated to have reached around US$8.8 billion in 2021 and is expected to continue growing. One of the prominent local cosmetic companies is PT Mustika Ratu Tbk, which is renowned for its natural-based beauty products that combine traditional Indonesian ingredients with modern technology. However, Mustika Ratu faces challenges in maintaining its market position, particularly among Generation Z consumers, who represent a significant and growing demographic in Indonesia. This study aims to examine the factors influencing the purchase intention of Mustika Ratu's products among Indonesian GenZ, focusing on brand image, product quality, and price perception. Using a quantitative approach, data were collected through structured questionnaires from 168 respondents in the Jabodetabek area and analyzed using Partial Least Square (PLS) software version 3.2.9. The results of this study indicate that Brand Image, Product Quality, and Price Perception has a positive and significant influence on purchase intention of Mustika Ratu cosmetic products in Indonesian Generation Z.
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Arinda, Niyara, Elsa Novi Andra, Baginda Parsaulian, and Cahya Agung Mulyana. "GenZ's Purchase Decision of Branded-Preloved Clothing: Do Islamic Consumption Principles Influence Their Decisions?" EKONOMIKA SYARIAH : Journal of Economic Studies 8, no. 1 (2024): 17–33. https://doi.org/10.30983/es.v8i1.8425.
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The issue of young consumer behavior in making purchasing decision to a good or service is always intriguing to analyze , particularly when considering whether their behavior aligns with Islamic values or not, especially for Generation Z (Gen Z), who are sometimes notoriously random in their actions. This study aims to estimate whether brand image, price, and fashion style affect the purchase decision of well-known brand-used clothes, and this study will elaborate in more detail on the findings from the perspective of Islamic consumer behavior. These findings will provide an important answer to whether Islamic consumption principles influence consumers' purchasing decisions. This study is quantitative research with a total of 250 respondents, which was collected using purposive sampling, which includes the younger generation of Muslims who like to shop for branded-prelove goods. The findings show that brand image, price, and fashion style are predictors of Gen Z purchasing decisions in deciding to buy branded-prelove clothing by 59.3%. A more detailed search shows that young Muslim customers still pay attention to Islamic consumption values in shopping such as rationality, simplicity, trust and honesty (Siddiq), reasonable prices, and Maslahah. This finding contributes to helping business actors design market strategies based on the behavior of the young Muslim generation. Issue tentang perilaku konsumsi muda dalam memutuskan pembelian suatu barang dan jasa selalu menarik untuk dianalisis karena pola perilaku mereka selalu dipertanyakan apakah sejalan dengan nilai-nilai Islam atau tidak, khususnya bagi Generasi Z (GenZ) yang terkadang terkenal random dalam bertindak. Penelitian ini bertujuan untuk mengestimasi apakah citra merek, harga dan gaya fashion berpengaruh terhadap keputusan pembelian pakaian bekas bermerek terkenal, dan penelitian ini akan menguraikan lebih detail temuan dalam perspektif perilaku konsumen Islam. Pertanyaan penting apakah prinsip konsumsi Islam mempengaruhi keputusan mereka dalam membeli atau tidak akan terjawab dalam temuan ini. Penelitian ini merupakan penelitian kuantitatif dengan jumlah responden sebanyak 250 orang, yang dikumpulkan dengan menggunakan purposive sampling yang meliputi generasi muda muslim yang hobi berbelanja barang-barang branded-preloved. Temuan menunjukkan bahwa citra merek, harga dan juga gaya fashion menjadi prediktor keputusan pembelian GenZ dalam memutuskan pembelian pakaian branded-prelove sebesar 59,3%. Penelusuran lebih detail menunjukkan bahwa pelanggan muda muslim masih memperhatikan nilai-nilai konsumsi Islami dalam berbelanja seperti rasionalitas, kesederhanaan, amanah dan jujur (siddiq), harga wajar, dan maslahah. Temuan ini memberikan kontribusi bagi pelaku usaha dalam merancang strategi pasar berdasarkan perilaku generasi muda Muslim.
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Sharma, Swati, and Rakesh Rai. "ROLE OF HOLISTIC EDUCATION PRACTICES TO ENRICH THE INDIAN KNOWLEDGE SYSTEM IN CONTEMPORARY EDUCATION." International Journal of Advanced Research 12, no. 05 (2024): 659–66. http://dx.doi.org/10.21474/ijar01/18768.
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Education is the most powerful instrument to enhance and inculcate the BhartiyaKnowledge tradition in the 21st-century generation. This research article started with a brief introduction to the Knowledge System with special reference to India. The highlights are the foundation and principles of holistic education,the interrelationship between Indian knowledge andHolistic Education, and the contemporary education system. There is a total absence of moralvalues, ethical training, and knowledge of culture and tradition in the young generation which is also referred to as Generation Z(GenZ). This article focuses on the role of holistic education in spiritual awakening among the generations and learning from our ancient literature, art, and culture which ultimately enhance the panoramic development of human beings. An emphasis on the balance between traditional wisdom and contemporary educational approaches is the prerequisite. The focus on the holistic education practices that contribute to the enrichment of the Indian Knowledge Tradition showcases an integration of traditional wisdom and modern teaching methodologies. The role of the Bhartiya Knowledge Tradition in the Indian education system is a vital source of rejuvenating the strength of glorious ancient art, culture, and literature among learners studying at different levels of education.IndianKnowledgeTradition with the Holistic Education approach can regain the prestige of Bharat as Vishwa Guru all over the world once again.
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Saleem, Haleema, Hamda Gohar, Hamna Khan, Eman Hassan, and Iqra Sajid. "Analyzing the Effectiveness of Artificial Intelligence as a Counselor to Gen Z’s Mental Health in Pakistan." Research Journal for Societal Issues 6, no. 2 (2023): 620–35. http://dx.doi.org/10.56976/rjsi.v6i2.250.
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Heavy reliance of Gen Z on technology, specifically during Covid 19 pandemic, in the escalating mental health issues presented opportunities for innovative solutions. AI based mental health support facilities can be a promising tool in overcoming a lot of these issues in this digital generation. This study seeks to employ AI based solutions in mental health support field and how effective it will prove to be in near future in Pakistan, considering the perceptions of Gen Z regarding these solutions. A phenomenological research design was used for the study, where students from universities of Islamabad, having mental health problems, were included in the sample. The study followed an inductive approach. Experiences of ten students from the sample were collected by conducting semi-structured interviews and deeply studied to draw the results. Positive aspects (accessibility and efficiency), three negative aspects (unawareness, lack of emotional quotient, and ethical concerns) and other suggestions (improvements, academic pressure, societal pressure, and collaboration with professionals) emerged about AI powered mental health support among GenZ. In Pakistan, integrating AI-powered mental health solutions faces hurdles like public skepticism and data privacy concerns. By doing collaborative partnerships and addressing societal taboos, these innovations hold the potential to reshape mental health care accessibility and effectiveness in the nation.
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Rohit, Mammen Thomas, Nair Sujith, Johns Benny Mukalel, and Shaeril Michael Almeida Dr. "Comparative Analysis of Investment Behaviour: Exploring Investment Patterns and Decision-Making between Generation X, Generation Y, and Generation Z." Management Journal for Advanced Research 4, no. 2 (2024): 21–35. https://doi.org/10.5281/zenodo.10937791.
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This research paper compares investment behaviours among Generations X, Y, and Z in Bengaluru, India, focusing on investment choices, amounts, and periods and utilising mixed methods. The study examines investment behaviour as a function of risk tolerance, financial literacy, investment choices, technological dependency, and retirement planning. A total of 301 participants from various backgrounds participated in the study, with data analysed using ANOVA tests and post hoc LSD tests to identify significant differences between generational cohorts. SPSS and MS Excel were employed for statistical analysis. The findings of this study are significant, revealing that while there were no statistically important variations in financial proficiency among the generations, Generation Z displayed the highest average scores. This underscores the importance of ongoing financial education initiatives targeted at younger individuals. Additionally, Generation Z exhibited the highest risk tolerance, followed by Generation Y and Generation X, indicating a propensity for riskier investment options among younger generations. Despite rapid technological advancements, there were no notable differences in technology dependency across generations, suggesting a consistent impact of technology on investment behaviour across age groups.Significant differences were observed in retirement investment propensity, with Generation Y showing a higher inclination towards retirement investment than Generation X. However, no notable difference was seen between Generation Z and either Generation X or Y, emphasising the importance of long-term financial planning, particularly among younger generations. Furthermore, the study highlights a correlation between financial proficiency and risk appetite, with higher literacy levels associated with increased risk-taking behaviour.Analysis of investment preferences reveals that Generation Z prefers Mutual Funds/Equity, Generation X favours Real Estate and Fixed Deposits, and Generation Y leans toward Gold. These preferences reflect the perceived stability, inflation-hedging properties, and cultural significance of the chosen investment avenues.
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Li, Pingxiu, and Siti Hasnah Hassan. "Mapping the literature on Gen Z purchasing behavior: A bibliometric analysis using VOSviewer." Innovative Marketing 19, no. 3 (2023): 62–73. http://dx.doi.org/10.21511/im.19(3).2023.06.
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Generation Z makes up the largest proportion of the world’s population and owns active spending power. Born in the internet information age, they have diverse values and consumer behaviors compared to other cohorts of generations. While there has been a significant increase in research on the purchasing behavior of Generation Z in recent years, there are particularly few bibliometric studies in this field. This study aims to sort out the current research status on the purchasing behavior of Generation Z, identify the evolution of purchasing behavior research of Generation Z, determine key research hotspots, and explore future research directions and priority suggestions by analyzing the current literature. The bibliometric analysis is based on the citation information of 638 literature items about Generation Z purchasing behavior in the Scopus database. The results sort out the knowledge structure of the purchasing behavior domain of Generation Z and draw a visual map of the network. Four popular research themes are identified based on keyword co-occurrence analysis, namely the influencing factors of Generation Z consumption behavior, the comparative study with other generations of consumers, the analysis from the perspective of human demography, and the study of sustainable consumption behavior. Studies on Generation Z consumers’ spending habits from 2001 to 2022 may be divided into three stages related to the growth process of Generation Z. Future research should focus on the influence of social media on the purchasing behavior of Generation Z and the sustainability of their consumption patterns.
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Świecka, Beata. "Generational Perspective of Financial Literacy and Consumer Over-Indebtedness. Survey Evidence from Poland." Journal of Banking and Financial Economics 2025, no. 1(23) (2025): 1–17. https://doi.org/10.7172/2353-6845.jbfe.2025.1.1.
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Background and purpose of the article: The main aim of the article is to present financial literacy (FL) and consumer over-indebtedness (OI) according to the primary survey in Poland. The auxiliary aim is to analyse the importance of financial literacy in reducing consumer over-indebtedness from a generational perspective. Over-indebtedness is a significant problem in personal finance because it leads to a situation in which household members cannot settle their financial obligations on time, negatively affecting their economic stability and prospects for long-term financial security (D’Alessio, Iezzi, 2013). It is becoming increasingly common in the country and around the world. It has a negative impact on consumers and the economy. Methods: The author conducted primary research using a survey questionnaire. The survey was conducted in Poland in 2022 on 1051 consumers. The analysis of survey data was conducted using the PLS-SEM method. Results and added value: The research results indicate that financial literacy as an independent factor alone does not play a significant role in reducing consumer over-indebtedness, but that analyses in combination with other variables shows that analysis is more effective when financial literacy is not isolated. The most sensitive group in the financial literacy and over-indebtedness study is Generation Z (GenZ), which has the lowest level of financial literacy while at the same time has the lowest financial reserves and savings, thus constituting the most exposed group to the risk of over-indebtedness. The added value could be the author’s proposition of the Financial Literacy Index (WF1), which is compared to the worldwide Financial Literacy Big Five Index (BIG 5), introduced by Lusardi (Stanford University) and Michell (Wharton University) (Lusardi, Michell, 2014).
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Struckmeyer, Kati. "Positive Vibes statt Hate im Internet." merz | medien + erziehung 69, no. 2 (2025): 3–4. https://doi.org/10.21240/merz/2025.2.2.
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Eine qualitative, nicht repräsentative Studie der Universität Klagenfurt im Auftrag von HateAid hat untersucht, wie junge Erwachsene der Generation Z (18 bis 29 Jahre) Plattformen, Foren und das Internet insgesamt erleben, welche positiven und negativen Erfahrungen sie dort machen und wie sie sich das Netz der Zukunft vorstellen. Ein zentrales Ergebnis: Die meisten befragten Nutzer*innen halten sich gezielt in Online-Räumen auf, in denen sie sich wohl und sicher fühlen. Entscheidend sind dabei weniger Alter oder Geschlecht, sondern vor allem gemeinsame Hobbys, Interessen und Erfahrungen. Viele berichten von positiven Online-Communitys, in denen sie sich gegenseitig unterstützen – selbst bei schwierigen Themen wie Trauer oder Krankheit. Gleichzeitig nehmen die meisten Befragten auch digitale Gewalt und ein toxisches Klima im Netz wahr. Besonders negativ werden TikTok und X bewertet, während Facebook und Instagram gemischte Reaktionen hervorrufen – je nach Gruppen und Seiten, auf denen sich die User*innen bewegen. WhatsApp, Twitch und Reddit hingegen verbinden viele mit positiven Emotionen und Erlebnissen. Interessant ist weiterhin, dass die Größe der Communitys teilweise als besonders relevanter Faktor für das gute Funktionieren von Online-Räumen genannt wird. Vor allem kleine Gruppen mit häufigem Austausch schätzen die User*innen als positiv und vertrauensvoll ein. Sehr negativ beschrieben werden hingegen Plattformen oder Gruppen, die stark vom Algorithmus gesteuert sind, wie zum Beispiel TikTok, oder auch Räume, in denen die User*innen nicht freiwillig sind, wie Klassen- oder Arbeitschats. Zwischen Sommer und Herbst 2024 wurden für die Studie insgesamt 14 Personen der GenZ (18 bis 29 Jahre) sowie 15 Personen älterer Generationen (über 30 Jahre, als Vergleichsgruppe) befragt. Die Untersuchung wurde im Rahmen des Bundesprogramms Demokratie leben! vom Bundesministerium für Familie, Senioren, Frauen und Jugend gefördert. https://hateaid.org/studie-positives-internet
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Masril, Munzaimah, and Moulita Moulita. "Features of Medan's Millennials and Z-Gens as Social Media Users." Dirasat: Human and Social Sciences 52, no. 3 (2025): 6267. https://doi.org/10.35516/hum.v52i3.6267.
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Objectives: The study aimed at examining two generations behavior (Generation Y and Generation Z), especially on social media. The respondents are Gen Y and Gen Z in Medan City, North Sumatra Province, Indonesia. The study focuses on similarities and differences in digital communication behavior between these two generations on social media. Stakeholders such as the government that formulates public policies, industry, politicians, and so on, need to map and understand what the characteristics of social media users are their citizens. Methods: The researchers used quantitative methods with descriptive statistical analysis techniques with a total of 400 respondents. Data was collected using questionnaires and analyzed using the statistical utility SPSS. Results: Research has shown that Generation Y prefers Facebook, while Generation Z prefers Instagram and YouTube. Both generations spend 30–60 minutes on social media, especially at night. While the level of caution on social media tends to appear in Gen Z. A significant difference between the two generations can be seen in the topics they post on social media, Gen Y posts topics about family more often. Meanwhile, Gen Z posts more about achievements. But in terms of how to communicate with each other, these two generations are no different. The majority of these two generations interact online every day with their friends, be it through social media, chat applications, or gaming. Conclusions: Social media interaction has replaced interaction in the real world. Generation Y and Generation Z, as social media users, develop different communication behaviors compared to the other older generations.
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Kamenskikh, Eduard A. "ANALYSIS OF THE CHANGING EXPECTATIONS AND NEEDS OF NEW GENERATIONS OF TRAVELERS (GEN Z, GEN ALPHA) IN THE TOURISM INDUSTRY." EKONOMIKA I UPRAVLENIE: PROBLEMY, RESHENIYA 12/3, no. 153 (2024): 222–29. https://doi.org/10.36871/ek.up.p.r.2024.12.03.025.
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This article examines the features and changing expectations of new generations of travelers, in particular representatives of generation Z (Gen Z, born approximately from the mid-1990s to 2010) and generation Alpha (Gen Alpha, born after 2010). The aim of the work is to identify the main trends and factors influencing the travel of young tourists, as well as to propose scientifically based approaches to the formation of tourism products, infrastructure and communication strategies that meet the needs of these generations. As a scientific contribution, the author’s concept of “Integrative Engagement” (The Integrative Engagement Framework) is proposed, which allows combining the technological, social and personal aspects of travel into a holistic model of tourist satisfaction. The work is based on the analysis of scientific literature, research data and the results of expert interviews. At the end of the article, recommendations for further research and practical applications in the tourism industry are proposed.
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Dr.A.Shaji, George, Baskar Dr.T., and P. Balaji Srikaanth Dr. "Bridging the Generational Divide: Fostering Intergenerational Collaboration and Innovation in the Modern Workplace." Partners Universal International Innovation Journal (PUIIJ) 02, no. 03 (2024): 198–217. https://doi.org/10.5281/zenodo.12348084.
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As four generations increasingly share the workplace, companies face both opportunities and challenges arising from such rich age diversity. While tension may surface due to differing work styles or values, research shows that with intentional collaboration, the strengths of each generation can lead to greater innovation, creativity, and productivity. Through integrated analysis of survey data, case studies and 105 in-depth interviews with employees ranging from Boomers to Generation Z, this paper investigates proven strategies for fostering intergenerational collaboration. Key differences emerged regarding preferred communication methods, work-life balance expectations, and attitudes toward hierarchy and technological disruption. Results also revealed a complex interplay between generational stereotypes and actual characteristics. For instance, while popular perception casts Baby Boomers as technophobic traditionalists and Gen Z/Millennials as impatient job-hoppers, reality shows a spectrum within each cohort. Such complexity underscores the need to avoid harmful overgeneralizations that alienate employees of any age. Still, patterns did surface; for example, 60% of employees under 35 preferred to digitally collaborate through informal messaging or virtual whiteboarding rather than email, while over 55% of Boomers and Gen Xers favored formal meetings and written communication. By recognizing such tendencies without typecasting entire generations, leaders can tailor inclusive policies catering to diverse needs while dissolving divides. The researchers identified four organizational practices that promoted generational integration and boosted enterprise innovation capacity by 12-18%: flexible scheduling/remote work options; reverse mentoring partnering older employees with younger staff to exchange knowledge both ways; intergenerational teaming which improved outcomes on complex tasks by tapping the complementary strengths of different age groups; and social activities facilitating casual bonding across generations. Results advocate dismantling age bias through diversity training focused on unconscious generational stereotyping. This paper contributes timely and actionable insights on building a culture where cross-generational collaboration unlocks creativity, productivity and longevity-enhancing purpose and fulfillment for a multigenerational workforce.
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A., Ramagde, and Kumar Atul. "Changing trends of hospitality industry: Emergence of millennials and gen Z as future customers and their influence on the hospitality industry." Vidyabharati International Interdisciplinary Research Journal 12, no. 1 (2021): 336–42. https://doi.org/10.5281/zenodo.6666833.
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In today’s global scenario world is witnessing major changes on various fronts. Even Hospitality industry is influenced by this. As hospitality industry is extremely competitive it is necessary for the hoteliers to keep a track of these changes and trends which are happening in this industry. One of the ways to ensure the success of the hospitality industry is to forecast the needs of new generations of guests and travelers, also it is inevitable that the future belongs to new generation such as the millennials and Gen Z and so the hoteliers must be aware of their tastes, likes & dislikes because they are going to be the future of the hospitality industry. This paper tries to analyze the trends and needs pertaining to the millennials and Gen Z from the hospitality industry’s perspective as they are likely to be the major portion of hotels future customers and they also possess more power to influence any other generations ever.
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Gurunathan, Anoop, and K. S. Lakshmi. "Exploring the Perceptions of Generations X, Y and Z about Online Platforms and Digital Marketing Activities – A Focus-Group Discussion Based Study." International Journal of Professional Business Review 8, no. 5 (2023): e02122. http://dx.doi.org/10.26668/businessreview/2023.v8i5.2122.
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Purpose: This study analyzes the perceptions and attitudes of GenX, GenY and GenZ towards online platforms and digital marketing activities. Theoretical framework: This study is qualitative in nature and data were collected from three separate focus group discussions, one each among generations X, Y and Z. Secondary data sources like previous research articles, internet sources and books were referred. Design/methodology/approach: This article is intended to get insights regarding the online platforms and digital marketing consumption patterns to understand the perceptions and attitudes of GenX, GenY and GenZ towards various online platforms. Group discussion was conducted among all generations with pre-planned questions prepared by the researcher; participants were from researcher’s personal and professional network. From transcripts were prepared and information regarding their perceptions on digital marketing and online platforms were obtained and thematic analysis was done using NVivo. Ten themes and sub-themes were identified from the chart presented through Nvivo. Findings: The perceptions of three generations regarding online platforms and digital marketing activities differ significantly as GenX are digital migrants, GenY are digital natives and GenZ are mobile natives. Research, Practical & Social implications: The emergence of internet and digitalization has forced companies to concentrate more on online platforms and digital marketing avenues. Different generations’ interest, traits, perceptions, habits, etc differ and hence there is a need to analyze and understand the perceptions of different generational cohorts for businesses to develop an effective digital marketing strategy. This study would pave the way for more studies and researches which would benefit both academics and industry. Originality/value: This study would help to understand the perceptions of different generational cohorts for businesses to develop an effective digital marketing strategy.
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Sritami, Santi Hatmini, Narulita Untari, and Lufiah Lailatul. "Analysis of the Effectiveness of the Film Like and Share as an Anti-Violence Campaign Media against Women for Generation Z." International Journal of Social Science and Human Research 08, no. 01 (2025): 457–62. https://doi.org/10.5281/zenodo.14718213.
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In a gender perspective, violence against women is a complex problem and is rooted in power imbalances between genders. Violence against women includes all forms of violence directed specifically at women based on gender differences. Over the past few decades, movement against violence against women has grown strong and widespread around the world, which seeks to raise awareness, advocate for policy change, as well as provide support to victims. The movie have great power in conveying messages and influencing public opinion. Movies have a strong potential to create social change because it is able to reach a wide audience and influence their emotions and perceptions. This research will analyze how a film can trigger changes in attitudes, behaviors and actions on violence against women because in today's digital era, movies are an effective means to deliver anti-violence campaigns.
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Ph.D, Nguyen Thi Loan, and Nguyen Viet Hoang Master. "Generation Z's Travel Trend and Behavior: A Systematic Literature Review." JOURNAL OF ECONOMICS, FINANCE AND MANAGEMENT STUDIES 06, no. 04 (2023): 1511–19. https://doi.org/10.5281/zenodo.7807627.
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The study was conducted to review the works related to the travel trends and behavior of Generation Z published by reputable publishers from 2012 to 2022. The data was searched and analyzed on the website www.lens.org and VOS viewer software using bibliometric analysis and content analysis methods. The research results have identified six trends corresponding to Generation Z's tourism behaviors in the current period as a basis to continue to implement further research directions and develop strategies and policies that best meet the needs of potential customers - Gen Z
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Devi, Maladianti, Noveria Ana, and Faturohman Taufiq. "Measuring Financial Behavior Millennial and Generation Z in Indonesia: Analysis Approached that Ensure Financial Resilience in The Face of Potential Crisis." International Journal of Current Science Research and Review 07, no. 09 (2024): 6868–78. https://doi.org/10.5281/zenodo.13646617.
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Abstract : This study explores financial literacy, behavior and preparedness of Millennials and Generation Z in Indonesia, focus on understanding how those three factors interact with job status income usage, debt management and digital engagement. The increasing dependency on digital financial tools is also underlined, this research purposes to assess the extending younger generation are prepared to manage their finance for future financial security. A quantitative research design was working, involving a sample of 219 respondents drawn from a population of 222 individuals aged 20 to 60 years old. Data were collected using a structured questionnaire and analysed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The several findings in this study demonstrated that financial literacy is a critical determinant of financial behavior and preparedness, particulary among Millenials and Generation Z. However, both generations have demonstrated a strong understanding of financial concepts, but this knowledge does not always translate into effective financial preparedness, especially in managing debt and planning for long-term security. The study also highlights the perceived importance of job status in influencing income usage, though this relationship varies among individuals. Moreover, income usage significantly impacts digital engagement, with high levels of digital tool usage presenting both opportunities and challenges in managing finances. The study concludes that tailored financial literacy programs are essential to address the unique needs of Millennials and Generation Z, particularly in the context of their digital engagement. Recommendations include enhancing financial education at all levels, developing youth-centric financial products, and promoting responsible digital financial behavior. These strategies are crucial for ensuring that younger generations are better prepared for financial stability in an increasingly digital world.
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Husnul, Hasanah, and Hotnaidah Saragih Eva. "The Effect of Training Methods on the Performance of Gen Z Employees in Jakarta." Journal of Economics, Finance and Management Studies 06, no. 09 (2023): 4190–201. https://doi.org/10.5281/zenodo.8325243.
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From 2030 to 2040, Indonesia is expected to benefit from demographic bonuses through a labor market where the majority of the population is of productive age (15-64 years). Generation Z, which covers around 27.94% of Indonesia's population or around 74.93 million individuals, dominates the results of the 2020 Population Census. In 2023, Generation Z is expected to be between 11 and 26 years old. Especially in DKI Jakarta which provides 18% of national income in 2019, research on training methods for Generation Z is important to prepare them as competent employees in the future. The research involved 255 samples of Generation Z who had worked in DKI Jakarta, using a quantitative approach and hypothesis testing. The research findings indicate that training using the In-Class, Role Model, and Assignment/Experimental methods has a positive impact on the performance of Generation Z. Generation Z's preference for training methods is Assignment/Experimental Training, followed by Role Model Training, and InClass Training. In conclusion, Generation Z is more likely to prefer training that involves active participation in work rather than a passive approach.
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Kwon, Youngsun, Sosrohadi Somadi, Andini Citra, et al. "Beyond the Korean Wave: Understanding the Motivation of Among Indonesian Gen Z to Learn Korean in the K-Pop Trend." International Journal of Current Science Research and Review 07, no. 06 (2024): 3928–36. https://doi.org/10.5281/zenodo.12064661.
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Abstract : This research aims to uncover the motivation that drives the Indonesian Generation Z (Gen Z) to learn Korean and absorb Korean Pop culture as a lifestyle that is now increasingly trendy. Pop-Korean Language and Culture referred to in this research is the Pop-Korean language and culture used in South Korea, a language that has recently become popular with young people not only in Indonesia but in several other countries in the world. This research was designed with the aim of; 1) to reveal the motivations that encourage Gen Z to learn Korean, and 2) to measure their level of perception of Korean pop culture. The results of this research show that Gen Z’s interest in Korean in the trend of K-Pop is caused by K-Pop being a trend among the younger generation. The implications of this research contribute to the reader’s understanding that the cultural orientation of Gen Z is different from the Old Generation who tend to keep themselves away from new things.
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Rizqi Febriandika, Nur, Vamel Wijaya, and Lukmanul Hakim. "Gen-Z Muslims’ purchase intention of halal food: Evidence from Indonesia." Innovative Marketing 19, no. 1 (2023): 13–25. http://dx.doi.org/10.21511/im.19(1).2023.02.
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Halal food production is a crucial sector for Muslims, especially Generation Z, who spend time eating in stalls and restaurants instead of eating homemade food. This tendency is higher than in the previous generation. Thus, this study aims to estimate the factors influencing the purchase intention of halal food for Generation Z Muslims in Indonesia. This quantitative study uses a questionnaire distributed randomly online to 352 respondents. Data analysis and hypotheses were examined using the structural equation model (SEM) approach. The results show that religious belief, exposure, and health reasons are essential in increasing halal awareness. Meanwhile, halal awareness and knowledge positively contributed to increasing interest in buying halal food. On the other hand, Islamic brands do not affect the buying interest of Generation Z Muslims in halal products. This shows that Islamic brands in the food sector have no impact on Generation Z Muslims in a Muslim-majority country like Indonesia. This also confirms previous studies conducted in Muslim-majority countries such as Saudi Arabia that Islamic brands do not increase interest in buying halal food. This is because they are used to buying food without seeing the Islamic brand as long as it is halal. However, this result may be different if Muslims live in a non-Islamic country since Islamic branding can provide a comfortable feeling for Muslims in a non-Islamic country.
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Bresler, M. G., A. R. Suleymanov, A. A. Rabogoshvili та A. V. Serdyuk. "ВЫЗОВЫ ЦИФРОВОГО БУДУЩЕГО: ТВОРЧЕСКИЙ, ИННОВАЦИОННЫЙ И ПРЕДПРИНИМАТЕЛЬСКИЙ ПОТЕНЦИАЛ ПОКОЛЕНИЯ Z". Bulletin USPTU Science education economy Series economy 2, № 40 (2022): 53–64. http://dx.doi.org/10.17122/2541-8904-2022-2-40-53-64.
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Gen Z has reached the age of 18-24 and will exert an essential impact on the social, economic and political processes in information/digital society. This society attaches great significance to such qualities as Sustainability-Oriented Creativity, Innovation, and Entrepreneurship (CIE), which expand opportunities for networking and creation of communications, give a competitive advantage and contribute to the development of an individual and the society. The purpose of the study is to reveal the possession of generation Z representatives of creative, innovative and entrepreneurial potential, and the presence of a propensity for creative labor. Using the information and communication method we have carried out an analysis based on literature data and our own research such as a Gen Z questionnaire survey and interview data from representatives of the older generation who communicate with young people (Gen Y&X). The completed research shows an aspiration of most of the Centennials for creative labor, proficient use of digital technologies and their desire to work in modern industries, in particular, IT-sphere. The authors of the paper concluded that the formation of the future entrepreneurship activities would be impacted by CIE factors based on horizontal ties and network interaction. It predicts the decreasing role of bureaucracy and the transition of management from organization towards coordination and facilitation of work for professionals, which allows us to assume the possibility of an optimistic forecast for the social development in the medium term. The authors believe that predictions of replacing humans with Artificial Intelligence (AI) in the industrial sector are unlikely. The high potential of the CIE will allow Generation Z to work successfully using all the achievements of digital technologies for the development of the society. This is changing the common perception of the future as a world dominated by robots, god-like elites and marginalized masses.
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Nwoke, Judith U. C. "Bridging Generational Wealth Gaps: Financial Planning Innovations for Millennials and Gen Z Clients." International Journal of Research Publication and Reviews 6, no. 4 (2025): 5904–17. https://doi.org/10.55248/gengpi.6.0425.14131.
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Muddassir, Khadar. "UNDERSTANDING THE PATTERN OF ONLINE CONSUMER BUYING BEHAVIOR OF GEN Z - AN EMPIRICAL STUDY." Asia Pacific Journal of Research 5, no. XII (2020): 167–72. https://doi.org/10.5281/zenodo.5089329.
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Generation Z is slowly becoming a very large consumer segment, and it becomes even more imperative than ever to learn the methods of how to market to it. Understanding their online behavioural pattern while shopping will give us an insight into their buying behaviour. By 2020, Gen Z are expected to account for a nearly 40% of the entire consumer market. Generation Z is a digitally native generation meaning that they have been using technology right since they were born. They use social media to consume most of their information. This study aims to identify some of the behavioural patterns of Gen Z while shopping online and also tries to bring out some useful associations that will help marketers and others studying the behaviour of Gen Z. The results have shown that Gen Z prefer to do an extensive research before deciding to purchase online. They are more tuned to Instagram as the social media channel for getting information on deals. Their online spends are not connected to their household incomes and they are not influenced by celebrities.
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Nicholas, Omoko &. Osemhantie Amos Okhueleigbe. "Generation Z and the Paradox of Trust in Mediated Interactions: Interpretative Journalism Perspective." International Journal of Sub-Saharan African Research 3, no. 1 (2025): 71–84. https://doi.org/10.5281/zenodo.15095983.
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<strong>Background:</strong> The rapid evolution of digital media has transformed the way people interact, communicate, and consume information. Generation Z (Gen Z), born between 1997 and 2012, has grown up in a world where digital technologies are ubiquitous, and online interactions are an integral part of daily life. However, the increasing reliance on digital media has also raised concerns about trust in mediated interactions. On one hand, digital platforms have enabled unprecedented levels of connectivity and access to information. On the other hand, the proliferation of misinformation, disinformation, and fake news has eroded trust in online sources and institutions. This paradox of trust is particularly pertinent for Gen Z, who are digital natives and have never known a world without the Internet. <strong>Objective: </strong>This study explored the paradox of trust in mediated interactions from the perspective of Gen Z, using an interpretative journalism framework. <strong>Method:</strong> Anchored in Social Penetration Theory, the study employed a cross-sectional, descriptive quantitative approach. A rigorously validated Likert-scale questionnaire, tested for reliability using Cronbach’s alpha (0.877), was distributed via Google Forms to300 undergraduate students from nine Nigerian universities—University of Benin, University of Abuja, Veritas University, Ahmadu Bello University, Catholic Institute of West Africa, Obafemi Awolowo University, Usman Dan Fodio University, University of Nigeria Nsukka, and Benson Idahosa University. Participants were selected using expert judgment sampling, and data were analyzed through descriptive statistics. <strong>Result:</strong> Findings indicated that Generation Z harbored significant concerns about mediated communication, with issues of trust and privacy being central to their digital interactions. Although encryption was recognized as a protective measure, skepticism regarding digital security persisted<strong>. </strong> <strong>Conclusion:</strong> The study concluded that while Generation Z actively engaged in digital spaces, their trust in mediated communication remained fragile due to privacy vulnerabilities<strong>. </strong>Media literacy emerged asan essential tool for fostering responsible digital engagement, and urgent action was needed to enhance security frameworks that encouraged safe self-disclosure. <strong>Unique Contribution:</strong> This study provided new insights into the intersection of digital exposure, trust, and self-disclosure<strong>,</strong> offering a critical perspective on the evolving landscape of mediated communication. <strong>Key Recommendation:</strong> Robust privacy literacy campaigns should be spearheaded by journalists, educators, and NGOs to enhance digital awareness. Additionally, digital platform developers and policymakers must implement stronger security measures to ensure safer online interactions, reinforcing privacy as the cornerstone of digital integrity.
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Sharma, Dr. Anukriti. "Impact of Popular Books on Gen Z Reading Habits." International Journal of Advance and Applied Research 6, no. 25(C) (2025): 43–45. https://doi.org/10.5281/zenodo.15321653.
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<strong>Abstract:</strong> This research paper investigates how popular books affect the reading habits of Generation Z—individuals born between 1997 and 2012. In a digital era where social media heavily influences lifestyle choices, platforms such as TikTok’s BookTok community have redefined how books gain popularity. This study employs a mixed-methods approach, including surveys and content analysis, to explore the extent to which recommendations and online trends encourage Gen Z to read more frequently, diversify their reading preferences, and revisit classic literature. The findings reveal that social media not only increases reading frequency but also drives genre diversification and a shift toward digital reading formats. These insights are crucial for educators, publishers, and authors aiming to engage a digitally native generation.
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Nindya, Eka Sobita, Iqbal Harori M, Satya Aji Paluvi Rendy, and Aini Iqrima. "Peluang Gen-Z Dalam Meraih Kesuksesan Melalui Investasi Saham." Nanggroe: Jurnal Pengabdian Cendikia 2, no. 3 (2023): 430–34. https://doi.org/10.5281/zenodo.8099800.
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<em>This service activity aims to add insight into investment and stock trading, as well as things that need to be considered to become investors and before investing. This dedication is one of the ways to anticipate the bad effects of the rise of investments under the guise of stocks but fake investments. This is due to the lack of investment knowledge for the z generation so that it is easy to be lured in by investments with high yields. In addition, the purpose of this service is to provide an introduction and socialization about investing in the Indonesian Capital Market for all new students within the Faculty of Social and Political Sciences, University of Lampung. This service also provides a clear description that with the Introduction and Training of Investments in the Indonesian Capital Market, it is hoped that this service can be input for participants to add insight into investment and stock trading, as well as matters that investors need to consider before investing. It is also hoped that this can be input for the management of the FISIP UNILA Investment Gallery in providing the best service to the public regarding investment and capital market knowledge so as to increase public interest in investing in the Indonesian capital market.</em>
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Yulisty, Diar Rochma, and Tanding Suryandari Retno. "Has Buy Now Pay Later become a symbol of hedonistic lifestyle among young people?" International Journal of Current Science Research and Review 08, no. 05 (2025): 2569–78. https://doi.org/10.5281/zenodo.15546630.
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Abstract : The advancement of technology and the internet has driven significant transformations in the global business landscape and consumer lifestyles. One notable innovation in financial technology (Fintech) is Buy Now, Pay Later (BNPL), a digital financial service that enables consumers to make purchases without immediate payment, thereby creating a more appealing and instant shopping experience. This service has gained substantial popularity among younger generations, particularly Generation Z, who account for 56.7% of Pay Later users. This study aims to analyze the influence of BNPL on hedonistic lifestyle, facility utilization, and impulsive buying behavior using a quantitative approach involving questionnaire distribution and analysis through Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal a positive relationship between BNPL usage and both facility utilization and hedonistic lifestyle, which ultimately contributes to increased impulsive buying behavior among young consumers in Indonesia.
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Mpolomoka, Lupiya Daniel. "Reading as a therapeutic activity for the Gen Z: A photo-voice study." Journal of Language and Culture in Education 2, no. 2 (2025): 132–48. https://doi.org/10.5281/zenodo.15411213.
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This study investigated how digital reading platforms influence the reading habits and mental health of Generation Z (Gen Z), focusing on their therapeutic experiences and perceptions through a photovoice methodology. The study was grounded in bibliotherapy and participatory action research (PAR) theories. Bibliotherapy explores the therapeutic potential of reading, while PAR emphasizes the involvement of participants as co-researchers, using photovoice to capture and narrate their personal experiences. A qualitative approach was used, employing photovoice documentation to explore the reading experiences of Gen Z. The sample included 40 Gen Z individuals, aged 18 to 24, from diverse backgrounds. Participants used digital cameras or smartphones to document their reading experiences over four weeks, providing photographs and narratives. These visual and textual data were analyzed to identify themes related to the impact of digital reading platforms on reading habits and mental health. Qualitative analysis revealed several key themes: enhanced convenience and flexibility, personalized and interactive reading experiences, emotional and therapeutic benefits, accessibility and inclusivity, and community and social interaction. Participants described how digital platforms facilitated regular reading, provided emotional relief, and supported personal growth. They also highlighted the importance of interactive features and the sense of community fostered through digital reading. The findings highlight the positive impact of digital reading platforms on both the reading habits and mental health of Generation Z. Enhanced accessibility, convenience, and personalized features of digital platforms contribute to increased engagement with literature and its therapeutic benefits. The photovoice method provided deep insights into how these platforms support emotional well-being and foster community connections. This study affirms the potential of digital reading platforms to promote reading and support mental health among Gen Z. These platforms can address the unique preferences and needs of this digitally native generation. It is recommended that culture of reading must be instilled in the youths so that they develop interest in works that can effect positive change in them. It is necessary to develop culturally relevant digital content to enhance empathy and social connection.
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Shalihati, Sakinah Fathrunnadi, Andri Kurniawan, Sri Rum Giyarsih, Djaka Marwasta, and Dimas Bayu Endrayana Dharmowijoyo. "Daily Activity Space for Various Generations in the Yogyakarta Metropolitan Area." Sustainability 14, no. 20 (2022): 13011. http://dx.doi.org/10.3390/su142013011.
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Two indices of activity space measurements using Euclidian distance measurements have been argued to be able to measure specific visited out-of-home activity locations closer to activity space definitions than other methods. However, the Euclidian distance does not consider any barriers or obstacles, such as the existence of public spaces (e.g., army bases, government offices and airports) or natural barriers (e.g., mountains, hills and agricultural fields that have no road infrastructure). Therefore, this study tries to fill the research gap by measuring the two indices using road network distance. Moreover, this study tries to determine whether the activity space of different generations, namely Generations (Gens) X, Y and Z, is significantly different, and whether some socio-demographic and activity pattern variables can help differentiate the activity space measurements. Using the 2019 Yogyakarta Metropolitan Area (YMA) dataset, this study confirms that measuring activity space using road network distance statistically gives different results from activity space measured using Euclidian distance. Moreover, this study confirms that the oldest generation had opposite activity space patterns in comparison to Gens Y and Z. Unlike the younger ones, the oldest generation visited out-of-home activity locations nearer to their home locations on weekdays but expanded to visit farther out-of-home locations on weekends. Trade-off mechanisms were found between weekdays and weekends, by which Gens X and Y significantly visited out-of-home activity locations farther from their home more often on weekends than on weekdays. However, all generations were observed to visit out-of-home activity locations near their out-of-home activity anchors every day, whereas the oldest tended more often to visit the activity locations farther from their out-of-home activity anchors than the younger generations on Fridays and Sundays.
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Komathi, Thiagararan. "A Study on the Impacts of 'Youtube' as an Earning Platform on the Motivation Factors of Generation Z in the Workplace." Journal of Economics, Finance And Management Studies 07, no. 05 (2024): 2793–97. https://doi.org/10.5281/zenodo.11297426.
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Motivation’ has been proposed as one of the significant and effective methods for handling employee related issues in an organization since the 18th century, when Industrial Revolution (IR) 1.0 transformed the livelihood of people. Human resource practitioners and scholars, through their past studies and research from different eras of time, have identified various factors that motivate the employees. As humans are complex, various motivation theories have been developed by the researchers to understand people’s motivation better from different perspectives including their needs. Studies have indicated that various employee-related issues including employee turnover, organizational commitment, employee retention have been resolved through implementing the recommended motivation factors. This whole scenario was effective enough for the prevailing generations including Baby boomers, Gen X and Gen Y, as in most of the cases, issues arise from either the employees or the management where there was a gap of expectation fulfillment between these two parties only. The key question is, apart from these two parties, how if an external environment factor (refers to social media – YouTube in this study), leave an impact on the motivation factors of employees, especially the Gen Z, who is the first generation stepped onto the globally connected world. The focus of this study is centered on exploring the impacts of ‘YouTube’ as an earning platform on the motivation factors of Gen Z in their workplace.
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Beriansyah, Alva, and Mariatul Qibtiyah. "INSTAGRAM AND POLITICAL LITERACY GENERATION Z." Bhineka Tunggal Ika: Kajian Teori dan Praktik Pendidikan PKn 10, no. 1 (2023): 134–49. http://dx.doi.org/10.36706/jbti.v10i1.20463.
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ABSTRAKPerkembangan era digital saat ini ditandai dengan hadirnya media sosial sebagai alat komunikasi dan informasi yang efektif digunakan oleh masyarakat khususnya generasi Z atau gen z sebagai generasi yang lahir dari era digital ini. Salah satu ciri gen z adalah kedekatannya dengan penggunaan media sosial dalam kehidupan sehari-hari, bahkan media sosial menjadi referensi dan literasi bagi gen z ini. Keaktifan Gen Z dalam mengakses media sosial juga mempengaruhi partisipasi politik mereka karena Gen Z termasuk dalam kategori pemula dalam partisipasi politik. Penelitian ini menggunakan metode penelitian deskriptif kualitatif. Dengan menggunakan analisis literasi politik, diharapkan generasi z dapat memiliki pengetahuan politik yang baik yang juga secara signifikan lebih terlibat dalam kegiatan politik, baik konvensional maupun nonkonvensional, seperti mengikuti pemilihan umum, melakukan diskusi politik, melakukan protes, petisi, memboikot bahkan menyampaikan pendapatnya melalui media. Jelang pemilu 2024 mendatang, gen z diharapkan bisa ikut serta memberikan hak politiknya. Literasi politik yang dapat dibangun saat ini terhadap Gen Z yang bersifat instan adalah dengan memanfaatkan media sosial khususnya Instagram sebagai platform media sosial yang banyak digunakan oleh Gen Z untuk mengakses informasi, termasuk informasi tentang isu-isu sosial dan politik sehingga bahwa Gen Z diharapkan memiliki sikap kritis terhadap politik. ABSTRACTThe development of the current digital era is marked by the presence of social media as an effective communication and information tool used by the public, especially generation Z or gen z as the generation born from this digital era. One of the characteristics of gen z is its proximity to the use of social media in everyday life, even social media has become a reference and literacy for this gene z. Gen z 's activeness in accessing social media also influences their political participation because gen z is included in the beginner category in political participation. This study uses a descriptive qualitative research method. By using political literacy analysis, it is hoped that gen z can have good political knowledge which will also be significantly more involved in political activities, both conventional and non-conventional, such as participating in general elections, conducting political discussions, conducting protests, petitions, boycotts and even expressing their opinions through the media. Ahead of the upcoming 2024 election, gen z is expected to be able to participate in granting their political rights. Political literacy that can be built at this time against Gen Z which has an instant character is by utilizing social media, especially Instagram as a social media platform that is widely used by Gen Z, to access information, including information about social and political issues so that Gen Z is expected to have critical attitude towards politics.