EconPapers    
Economics at your fingertips  
 

Effects of Product and Product Company Information on Generation Zs’ Purchasing Preferences

Steven Dahlquist (dahlquis@gvsu.edu) and Michael Scott Garver
Additional contact information
Steven Dahlquist: Grand Valley State University
Michael Scott Garver: Central Michigan University

American Business Review, 2022, vol. 25, issue 1, 209-220

Abstract: The generational cohort now commonly referred to as Generation Z numbers approximately 65 million in the United States. They share a number of traits with their millennial predecessors, such as the aspiration to purchase from, and work for socially conscious companies. They are also the first generation to grow up with instantaneous access to information via digital mobile technology and rely on digital platforms and social media for information. To better understand how this emerging consumer category processes product information and product company information regarding social behaviors, an experimental design and two methods of analysis (Choice-Based Conjoint and Latent Class Cluster) are employed. Results indicate that Gen Z consumers’ purchase preferences may be highly influenced by consumer product companies’ purported social and economic behavior, but other attributes remain highly relevant. Further, three distinctive need-based sub-segments combining certain product attributes and company social behavior, of the Gen Z cohort may exist.

Keywords: Generation Z; Product Attributes; Company Behavior; Purchase Preference (search for similar items in EconPapers)
JEL-codes: D11 D12 L20 (search for similar items in EconPapers)
Date: 2022
References: Add references at CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
https://digitalcommons.newhaven.edu/americanbusinessreview/vol25/iss1/11/ Full text (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ris:ambsrv:0055

Access Statistics for this article

American Business Review is currently edited by Kamal Upadhyaya and Subroto Roy

More articles in American Business Review from Pompea College of Business, University of New Haven Contact information at EDIRC.
Bibliographic data for series maintained by Amber Montano (amontano@newhaven.edu).

 
Page updated 2024-11-03
Handle: RePEc:ris:ambsrv:0055