Generation Z buying behavior change in the COVID-19 pandemic context

Purpose: The purpose of this research is to analyze the changes in Croatian Generation Z buying behavior due to the COVID-19 pandemic. As a result of the pandemic, all governments have imposed different measures that directly and indirectly impact consumer behavior. Recent studies have mostly recorded a dynamic increase in online shopping, stockpiling, and change in priorities from luxury to basic goods. This study will specifically look into the relation between Generation Z buying behavior change and their exposure to the COVID-19 pandemic as well as its impact on their perception of the quality of life. Methodology: A sample of 442 Generation Z respondents from Croatia was analyzed using ANOVA to identify buying behavior changes concerning the level of their exposure to COVID-19. The analysis also included a potential correlation between buyer behavior change and their perception of the quality of life. Results: The statistical analysis has confirmed the increase of online shopping and stockpiling in the group of respondents who were exposed to self-isolation and those who have not been exposed to COVID-19, but there was no correlation with their perception of the quality of life change as a result of forced buying behavior change. Conclusion: Generation Z is identified as an e-generation, born and brought up in a digital environment. Although the pandemic has forced them to switch even more to online shopping, they do not perceive the exposure to the COVID-19 pandemic to impact their quality of life.