Health and Environment Conscious Consumer Attitudes: Generation Z Segment Personas According to the LOHAS Model

Marietta Balázsné Lendvai, Ildikó Kovács, Bence Ferenc Balázs and Judit Beke
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Marietta Balázsné Lendvai: Faculty of Business Administration, University of Pannonia, 8200 Zalaegerszeg, Hungary
Ildikó Kovács: Faculty of International Management and Business, Budapest Business School, 1165 Budapest, Hungary
Bence Ferenc Balázs: Faculty of Business Administration, University of Pannonia, 8200 Zalaegerszeg, Hungary
Judit Beke: Faculty of International Management and Business, Budapest Business School, 1165 Budapest, Hungary

Social Sciences, 2022, vol. 11, issue 7, 1-18

Abstract: As a lifestyle and consumer trend, the LOHAS (Lifestyle of Health and Sustainability) has been growing in popularity worldwide. The LOHAS is followed by a consumer group that is characterised by consumer attitudes and behaviours focusing on health and sustainability, that is increasingly concerned about global problems and challenges, and that follows trends related to sustainability, such as health and environmental consciousness. In addition, this group strives for a sense of naturalness, aims to behave ethically, and seeks to hold authentic and individualistic values. The objective of this research is to explore how young people today relate to the components of the LOHAS model, how the different characters respond, and what their perceived values are. We are also looking for answers pertaining to whether clusters may be formed based on the examined factors. In our study, we surveyed 357 Hungarian respondents, who are members of Generation Z. As a method of data analysis, descriptive statistical methods, correlation analyses, factor analysis, cluster analysis, and the persona profiles were designed using the design thinking method. Based on the factors of the LOHAS model, three separate groups may be ascertained within Generation Z: personas that fit the LOHAS, personas that could fit the LOHAS, and personas that do not fit LOHAS.

Keywords: LOHAS segment; buyer persona; Generation Z; environmentally conscious consumption; health-conscious consumption (search for similar items in EconPapers)
JEL-codes: A B N P Y80 Z00 (search for similar items in EconPapers)
Date: 2022
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