Naslov
Generation z online behaviour when purchasing fashion products – the case of Croatia

Autori
Rakušić Cvrtak, Katja ; Perkušić Malkoč, Danijela ; Plazibat, Ivana

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
CIET - CONTEMPORARY ISSUES IN ECONOMY & TECHNOLOGY / - , 2022, 144-156

Skup
The 5th Conference Contemporary Issues in Economics and Technology – CIET 2022

Mjesto i datum
Valencia, Španjolska, 16.06.2022. - 17.06.2022

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
generation Z, fashion products, online purchasing

Sažetak
Generation Z introduces new behaviour patterns that bring new challenges for retailers. It is the youngest group of consumers, whose attitudes and behaviour have a great influence on the retail strategy formation across all distribution channels. Information on the target group characteristics, as well as their attitudes and habits in online shopping for fashion products, is crucial for every retailer involved in fashion goods. The aim of this paper is to explore the attitudes and habits of Z generation customers in online shopping for fashion products across Croatian young customers. Fashion products include clothing, footwear, and fashion accessories for all occasions. Fashion products have always been the most attractive products to purchase and for that reason their presence is strong online as well. The qualitative research was conducted through group interviews. Three focus groups included respondents born in 1994 and later. Most of the respondents of the Z generation were students of professional studies programme. Results indicated the existence of polarity of opinions and attitudes among respondents towards the online fashion products purchase. Particularly interesting is the attitude of some respondents towards payment methods in online shopping that indicates further distrust in online payment. Since the purchasing power of gene Z is expected to increase over time, marketers need to understand their behaviour and adjust company marketing activities according to specific requirements of this generation.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA