| Abstract | Ovaj rad analizira potrošačke navike generacije Z, koja obuhvaća osobe rođene između 1995. i 2010. godine. Generacija Z karakterizira se dubokom povezanošću s tehnologijom i aktivnim korištenjem društvenih mreža, što znatno utječe na njihove potrošačke navike. U profesionalnom okruženju, ova generacija postavlja visoke standarde, zahtijevajući fleksibilnost, razvoj karijere i pozitivnu radnu kulturu. Rezultati istraživanja pokazuju da 89,2% pripadnika generacije Z redovito kupuje putem interneta, s naglaskom na odjeću i obuću (67,2%). Glavni motivi za online kupovinu su ušteda vremena (66,4%) i jednostavnost (45,7%), dok cijena i raznolikost ponude također igraju značajnu ulogu. Pandemija COVID-19 potaknula je porast e-kupovine, pri čemu su društvene mreže, poput Instagrama i Tik Toka, te mobilne aplikacije ključni alati u procesu odlučivanja. Unatoč tehničkim poteškoćama i zabrinutostima oko privatnosti, generacija Z cijeni brzinu, pristupačnost i jednostavnost online kupovine, a preporuke influencera nisu presudne u donošenju odluka. Preporuča se daljnje unaprjeđenje tehnoloških rješenja i proširenje ponude kako bi se ova generacija zadržala kao kupci. |
| Abstract (english) | This paper analyses the consumer habits of Generation Z, which includes people born between 1995 and 2010. Generation Z is characterized by a deep attachment to technology and active use of social networks, which significantly affects their consumer habits. In a professional environment, this generation sets high standards by demanding flexibility, career development and a positive work culture. The research results show that 89.2% of members of Generation Z regularly shop online, with an emphasis on clothes and shoes (67.2%). The main reasons for online shopping are saving time (66.4%) and simplicity (45.7%), while price and variety of goods also play a significant role. The COVID-19 pandemic has stimulated the growth of online shopping, with social networks such as Instagram and Tik Tok and mobile apps being key tools in the decision-making process. Despite technical difficulties and privacy concerns, Generation Z appreciates the speed, accessibility and simplicity of online shopping, and influencer recommendations are not decisive in deciding. It is recommended to further improve technological solutions and expand the offer in order to keep this generation as customers. |
