Consumer behavior and values of Generation Z under the influence of "greenfluence"
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Dátum
2025
Názov časopisu
ISSN časopisu
Názov zväzku
Vydavateľ
Univerzita sv. Cyrila a Metoda v Trnave
ISBN
978-80-572-0555-5
ISSN
2729-7527
Abstrakt
Currently, influencer marketing plays a significant role in communicating various social issues, including environmental topics. Collaborating with some types of relevant influencers can be an effective way for businesses to spread environmental awareness while also motivating the public to adopt more socially responsible behavior. The aim of this paper is to analyze the impact of greenfluencers on the consumer behavior and values of Generation Z, based on the results of a questionnaire survey. A questionnaire survey is considered as the most appropriate data collection technique, because it allows for quick data collection and processing. Generation Z is considered the most environmentally conscious generation to date, and our primary research, conducted through a questionnaire survey, revealed that greenfluencer marketing has a positive impact on changing consumer mindset, but only to a certain extent. The results of research confirmed that collaboration with influencers can be an effective way to ensure the dissemination of environmental awareness and can also motivate consumers toward more socially responsible behavior. The responses from the questionnaire survey respondents indicated that authenticity is a key factor that increases trust among Generation Z respondents. The findings point to the fact that greenfluencer marketing has a significant impact on consumer purchasing behavior of Generation Z, especially in the case of ecological products. Respondents state that observing greenfluencers motivates them to make behavioral changes, such as switching to sustainable products, composting, or reducing fast fashion consumption.
Popis
In: Marketing identity : the power(s) of communication : conference proceedings. 1. vyd. Trnava : Univerzita sv. Cyrila a Metoda v Trnave, 2025. ISBN 978-80-572-0555-5. ISSN 2729-7527. Pp. 210-220.
Kľúčové slová
spotrebiteľské správanie, správanie spotrebiteľov, nákupné správanie, consumer behavior, consumer behaviour, shopping behaviour, environmentálne problémy, environmental problems, generácia Z, generation Z
Výstup z projektu
VEGA 1/0120/25 Výskum paradigiem a determinantov procesov riadenia a implementácie ESG v kontexte požadovanej finančnej výkonnosti podnikov a zmien vyplývajúcich z CSRD smernice
VEGA 1/0479/23 Výskum cirkulárneho spotrebiteľského správania v kontexte STP marketingového modelu
Citácia
Práva a licenčné podmienky
CC BY-NC-ND Creative Commons Attribution-NonCommercial-NoDerivatives 4.0. International
info:eu-repo/semantics/openAccess
info:eu-repo/semantics/openAccess