Effects of Product and Product Company Information on Generation Zs’ Purchasing Preferences
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 genera...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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Pompea College of Business
2022-05-01
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| Series: | American Business Review |
| Subjects: | |
| Online Access: | https://digitalcommons.newhaven.edu/americanbusinessreview/vol25/iss1/11/ |
| _version_ | 1818270355879362560 |
|---|---|
| author | Steven Dahlquist Michael Scott Garver |
| author_facet | Steven Dahlquist Michael Scott Garver |
| author_sort | Steven Dahlquist |
| collection | DOAJ |
| description | 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. |
| first_indexed | 2024-12-12T21:08:58Z |
| format | Article |
| id | doaj.art-aad22d0894fa4831a0f43f620ff09340 |
| institution | Directory Open Access Journal |
| issn | 0743-2348 2689-8810 |
| language | English |
| last_indexed | 2024-12-12T21:08:58Z |
| publishDate | 2022-05-01 |
| publisher | Pompea College of Business |
| record_format | Article |
| series | American Business Review |
| spelling | doaj.art-aad22d0894fa4831a0f43f620ff093402022-12-22T00:11:57ZengPompea College of BusinessAmerican Business Review0743-23482689-88102022-05-0125120922010.37625/abr.25.1.209-220Effects of Product and Product Company Information on Generation Zs’ Purchasing PreferencesSteven Dahlquist0Michael Scott Garver1Grand Valley State UniversityCentral Michigan UniversityThe 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.https://digitalcommons.newhaven.edu/americanbusinessreview/vol25/iss1/11/generation zproduct attributescompany behaviorpurchase preference |
| spellingShingle | Steven Dahlquist Michael Scott Garver Effects of Product and Product Company Information on Generation Zs’ Purchasing Preferences American Business Review generation z product attributes company behavior purchase preference |
| title | Effects of Product and Product Company Information on Generation Zs’ Purchasing Preferences |
| title_full | Effects of Product and Product Company Information on Generation Zs’ Purchasing Preferences |
| title_fullStr | Effects of Product and Product Company Information on Generation Zs’ Purchasing Preferences |
| title_full_unstemmed | Effects of Product and Product Company Information on Generation Zs’ Purchasing Preferences |
| title_short | Effects of Product and Product Company Information on Generation Zs’ Purchasing Preferences |
| title_sort | effects of product and product company information on generation zs purchasing preferences |
| topic | generation z product attributes company behavior purchase preference |
| url | https://digitalcommons.newhaven.edu/americanbusinessreview/vol25/iss1/11/ |
| work_keys_str_mv | AT stevendahlquist effectsofproductandproductcompanyinformationongenerationzspurchasingpreferences AT michaelscottgarver effectsofproductandproductcompanyinformationongenerationzspurchasingpreferences |