Object

PLMET:

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Title:

Zmiana zachowań rynkowych pokolenia Z

Alternative title:

Generation Z change in market behaviour

Group publication title:

Ekonomia – Wroclaw Economic Review. 2020, 26/1

Creator:

Paczka, Edyta

ORCID:

0000-0003-4811-8414

Subject and Keywords:

generation Z   changes in consumer behaviour   innovations in consumption   collaborative consumption   prosumption

Description:

Od 2013: Ekonomia – Wroclaw Economic Review

Abstract:

This article presents considerations on the changes of the consumer behaviour of generation Z, manifested in the way purchasing decisions are made and needs are met. The purpose of this article is to analyse the conditions for the development of new forms of purchasing processes and alternative consumption patterns. The author pointed out factors causing young purchasers’ increased interest in innovative solutions in the sphere of consumption, and, in particular, the expanding scope of internet communication and the scale of use of mobile devices. It has been proved that the generation Z consumption model is strongly embedded in virtual reality and includes an alternative approach to satisfying needs. An attempt was made to answer the question regarding the reason for a change in approach of the youngest generation to consumption and the development of new trends, and in particular of the resignation from purchasing goods in favour of gaining access to them. The author indicated certain premises increasing generation Z’s inclination to use some goods or servicesonly when required, and not acquiring them for personal possession, including, in particular, growing awareness of the negative social and environmental consequences of excessive consumption. Benefits of adapting the collaborative consumption model in the form of prosumer activities were highlighted. The presented topic allowed to show the changing approach to consumptionas a challenge for enterprises facing the need to react both to the changing mobile technological environment and to the new, emerging generation of consumers. So far, this problem has not been studied in detail, therefore the conclusions of the article on changing consumer attitudes of generation Z may be used by manufacturers to take actions consistent with the expectations of this significant group of young, mobile buyers.

Place of publishing:

Wrocław

Publisher:

Wydawnictwo Uniwersytetu Wrocławskiego

Contributor:

Machaj, Mateusz. Red.

Date issued:

2020

Resource Type:

text  
tekst

Detailed Type:

article  
artykuł

Identifier:

oai:repozytorium.uni.wroc.pl:136566   ISSN 0239-6661   ISSN 2658-1310

DOI:

10.19195/2658-1310.26.1.2

Language:

pol

Abstract Language :

eng

Relation:

Acta Universitatis Wratislaviensis, 0239-6661, No 3991

WUL Catalog:

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Is version of:

Czasopisma Naukowe w Sieci

Access rights:

The use of this material is allowed only with accordance of applicable rules of fair use or other exceptions provided by law, and any broader use requires the permission of the authorized entity  
Korzystanie z tego materiału jest możliwe zgodnie z właściwymi przepisami o dozwolonym użytku lub innych wyjątkach przewidzianych w przepisach prawa, a korzystanie w szerszym zakresie wymaga uzyskania zgody uprawnionego

License:

Making materials available on the basis of the agreement with the owner of the property copyrights  
Udostępnianie na podstawie umowy z właścicielem majątkowych praw autorskich

Rights holder:

Copyright by Wydawnictwo Uniwersytetu Wrocławskiego Sp. z o.o., Wrocław 2020   Copyright by CNS

Location of original object:

Biblioteka Wydziału Prawa, Administracji i Ekonomii

Autor opisu:

WR U/PAdks