Bejan Brindusa


In a society that emphasizes an individual's strengths and his tendency to cope with any circumstances, a person's self-esteem becomes much more important, consciously or unconsciously governing his entire life. Self-esteem is not only an important factor in terms of how it affects relationships between individuals and the socialization process but also plays a decisive role from the perspective of consumer behavior. Self-esteem can affect the process of buying products and implicitly the behavioral intentions that individuals form, intentions that precede the decision-making process. In this paper, we define the self-esteem of members of Generation Z through the prism of three components: the relational self, the social self, and the real self, following the influence they exert on behavioral intentions.


self-esteem, behavioral intention, Generation Z, buying process, behavioral attitudes


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