Consumer behavior and values of Generation Z under the influence of "greenfluence"

Stránka jednoduchej položky
dc.contributor.authorMusová, Zdenka
dc.contributor.authorGundová, Petra
dc.contributor.authorSmutný, Filip
dc.date.accessioned2026-03-06T09:41:48Z
dc.date.available2026-03-06T09:41:48Z
dc.date.issued2025
dc.descriptionIn: 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.
dc.description.abstractCurrently, 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.
dc.description.sponsorshipVEGA 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
dc.identifier.doihttps://doi.org/10.34135/mmidentity-2025-19
dc.identifier.isbn978-80-572-0555-5
dc.identifier.issn2729-7527
dc.identifier.urihttps://repo.umb.sk/handle/123456789/1284
dc.language.isoen
dc.publisherUniverzita sv. Cyrila a Metoda v Trnave
dc.rightsCC BY-NC-ND Creative Commons Attribution-NonCommercial-NoDerivatives 4.0. International
dc.rightsinfo:eu-repo/semantics/openAccess
dc.rights.urihttps://creativecommons.org/licenses/by-nc-nd/4.0/
dc.subjectspotrebiteľské správanie
dc.subjectsprávanie spotrebiteľov
dc.subjectnákupné správanie
dc.subjectconsumer behavior
dc.subjectconsumer behaviour
dc.subjectshopping behaviour
dc.subjectenvironmentálne problémy
dc.subjectenvironmental problems
dc.subjectgenerácia Z
dc.subjectgeneration Z
dc.titleConsumer behavior and values of Generation Z under the influence of "greenfluence"
dc.typeArticle
dc.typeinfo:eu-repo/semantics/article

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