The influence of a lockdown on consumption: An exploratory study on generation Z's consumers |
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| Institution: | 1. Ionian Department of Law, Economics and Environment, University of Bari Aldo Moro, Italy;2. Department of Management and Economics, University of Salento, Italy;3. Department of Business Studies, University of Rome Tre, Italy;4. Schulich School of Business, York University, Canada;5. Department of Management, LUISS Guido Carli University, Rome, Italy;1. Business School, Department of Management, Unisinos University, Av. 950, Porto Alegre, RS, CEP | 93022-750, Brazil;2. Australian Institute of Business (AIB), Marketing from the University of South Australia, Level 16/1 King William St, Adelaide, SA, 5000, Australia;3. Fundação Getulio Vargas''s Sao Paulo School of Business Administration (FGV EAESP), Av. 9 de Julho, 2029, Bela Vista, São Paulo, CEP 01313-902, Brazil;4. Woxsen School of Business, Hyderabad, Telangana, 502345, India;1. Department of Transportation and Logistics Management, National Yang Ming Chiao Tung University 4F, 118 Chung Hsiao W. Rd., Sec. 1, Taipei, 10012, Taiwan;2. Department of Transportation and Logistics Management, National Yang Ming Chiao Tung University, Assembly Building 1, 1001 Daxue Rd., East Dist., Hsinchu, 30010, Taiwan;1. Department of Business Administration, Alma College, Alma, USA;2. Department of Kinesiology, Michigan State University, East Lansing, USA;3. Global Urban and Infrastructure Research Center of the Institute of Urban Science, University of Seoul, Seoul, South Korea;1. Department of Advertising and Public Relations, Michigan State University, 404 Wilson Road, East Lansing, MI, 48824, USA;2. Michigan State University, Department of Horticulture, Plant and Soil Sciences, 1066B, East Lansing, MI, 48824, USA;1. School of Economics, Aristotle University of Thessaloniki, Thessaloniki, Greece;2. School of Social Sciences, Hellenic Open University, Patra, Greece;3. Department of Business Administration, Behavioral Engineering & Analytics for Marketing Management Laboratory, University of Macedonia, Thessaloniki, Greece;4. Department of Business Administration, Quantitative Methods and Decision Analytics Laboratory, University of Macedonia, Thessaloniki, Greece;5. Department of Business Administration, Business Excellence Laboratory, University of Macedonia, Thessaloniki, Greece |
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| Abstract: | The health crisis due to the recent pandemic influenced our lives and, consequently, our consumption. Despite prior investigations on exogenous crises and their effects on consumption, no studies to date have examined consumers' coping strategies to health crises that require social distancing and, more particularly, responses to such crises by focusing on Generation Z. The present study fills this gap by exploring how consumption evolved during a lockdown as a consequence of these consumers' attempts to cope with the crisis. Through a qualitative approach based on grounded theory and projective techniques, findings shed light on new meanings of resilience and nostalgia, which seem to characterize Generation Z's consumers' desires during a lockdown. Importantly, we introduce the concept of responsible hedonic consumption, which stems from Generation Z consumers' desire to search for experiences that are pleasant but also compatible with personal and societal wellbeing. |
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| Keywords: | Generation Z Lockdown Health crisis COVID-19 Coping Resilience Nostalgia Responsible hedonic consumption |
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