Have Slovak Gen Z Consumers Become More Socially Responsible during the COVID-19 Pandemic?
AUTHORS
Lucia Bartková,Faculty of Economics, Matej Bel University in Banska Bystrica, Slovakia
Lucia Hudáková,Faculty of Economics, Matej Bel University in Banska Bystrica, Slovakia
Lenka Veselovská,Faculty of Economics, Matej Bel University in Banska Bystrica, Slovakia
ABSTRACT
Socially responsible consumption was a necessity during the COVID-19 pandemic, both from an economic point of view, when residents were forced to manage their lives under new conditions due to uncertain employment and income, and also from the point of view of slowing down the spread of the disease in society. The research aimed to examine changes in the consumer behavior of the Slovak Generation Z towards socially responsible consumption. This topic was investigated through a questionnaire survey of a sample of consumers born between 1995 and 2002. As the results of the research show, Slovak consumers of Generation Z behaved responsibly during the COVID-19 pandemic, most of them bought less often and also smaller quantities of products. The Slovak Generation Z, the generation that is closest to socially responsible consumption, demonstrated responsible behavior during the COVID-19 pandemic, which represents a good basis for further strengthening socially responsible behavior in broader environmental and social contexts.
KEYWORDS
Socially responsible consumer behavior of Generation Z, Consumer behavior during the COVID-19 pandemic
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