Consumer Behaviour of Generation Z in the Context of Dual Quality of Daily Consumption Products on EU market

Abstract

Research background: The paper focuses on the issue of dual quality of daily consumption products through the lens of the Z generation. Z generation is a generation of people born between years of 1997-2012, a generation that will become the main purchasing power in a few years. Purpose of the article: The purpose of the research was to explore the possibility whether the information on dual product quality affects the consumer behaviour of members of Z generation and if so, to what extent and at what type of products. Methods: Main method to receive necessary data for analyse was a questionnaire and its statistical evaluation given hypothesis. The research was carried out in the form of a survey consisted of 227 consumers. Findings & Value added: The results show that 85% of them had dual quality information, perceived this issue as a serious problem, and the majority wants to be informed more about this issue. More than half of the Z generation had changed their consumer behaviour as a result of information about the dual quality of goods on market of European Union, especially women with higher education and the Z generation living in rural areas. Research confirmed that the change in behaviour mainly concerns non-food products such as cosmetics and clothing.