| Autor: |
Charles Schewe, Yana Andonova, Shabnam Azimi |
| Rok vydání: |
2021 |
| Předmět: |
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| Zdroj: |
Young Consumers. 23:179-196 |
| ISSN: |
1747-3616 |
| DOI: |
10.1108/yc-03-2021-1300 |
| Popis: |
Purpose Drawing upon cohort theory, the age-period-cohort framework and the portrait value system, this paper aims to examine differences in basic human values between generations Y and Z as they are shaped by recent major events (most importantly the COVID-19 pandemic). Design/methodology/approach Hypothesized differences between values of generation Y and Z were tested using a content analysis of recent articles (Study 1) and an online survey through a prolific crowdsourcing website (Study 2). Findings This research finds that while both generations value universalism and benevolence, Generation Y is more likely to conform and follow traditions while Generation Z values stimulation, hedonism and achievement more. The top two COVID-19 concerns for both groups were the health of others and financial security. Generation Y is more concerned about the economy while Generation Z is more worried about uncertainty in their future. Research limitations/implications This paper provides insight into how the current environmental crisis has shaped the values of generations Y and Z and offers an understanding of the similarities and differences in values between these two generations. Practical implications The findings have direct implications for the design of products/services and for the creation of effective marketing communications to reach these two consumer groups. Originality/value This research is novel in identifying the basic human values of generations Y and Z as they are shaped by recent events such as the most recent economic recession and COVID-19. |
| Databáze: |
OpenAIRE |
| Externí odkaz: |
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