HOW DOES SELF-ESTEEM IMPACT GENERATION Z'S BEHAVIORAL INTENTIONS?

Bejan Brindusa

Abstract


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.

Keywords


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

References


Abamara, N., Eze, L., Anazodo, N., & Ogbonna, S. (2016). Influence of Gender and Self-Esteem on Attitude of Students Towards Obesity. Social Sciences Research, 3, 75-86.

Ajzen, I. (1991). The Theory of Planned Behavior. Organizational Behavior and Human Decision Processes, 50, 179-211. https://doi.org/10.1016/0749-5978(91)90020-T

Ajzen, I. (2005). Attitudes, Personality and Behavior. New York: Open University Press.

Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behavior. Englewood Cliffs, New Jersey: Prentice-Hall.

Ajzen, I., Timko, C., & White, J. (1982). Self-Monitoring and the Attitude - Behavior Relation. Journal of Personality and Social Psychology, 42(3), 426-435. https://doi.org/10.1037/0022-3514.42.3.426

Balog, A., & Cristescu, I. (2009). Teorii și modele ale acceptării noilor tehnologii. Revista Română de Interacțiune Om-Calculator, 2, 147-160.

Buaphiban, T., & Truong, D. (2017). Evaluation of passengers` buying behaviors toward low-cost carriers in Southeast Asia. Journal of Air Transport Management, 59, 124-133. https://doi.org/10.1016/j.jairtraman.2016.12.003

Dabija, D., Bejan, B., & Dinu, V. (2019). How Sustainability Oriented is Generation Z in Retail? A Literature Review. Transformations in Business and Economics, 18(2(47)), 21-43.

Du, H., Jonas, E., Klackl, J., Agroskin, D., Hui, E., & Ma, L. (2013). Cultural influences on terror management: Independent and interdependent self-esteem as anxiety buffers. Journal of Experimental Psychology, 49(6), 1002-1011. https://doi.org/10.1016/j.jesp.2013.06.007

Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention, and behavior: An introduction to theory and research. Reading, Massachusetts: Addison-Wesley.

Gardner, B., & Levy, J. (1955). The product and the brand. Harvard Business Review, 33, 33-39. https://doi.org/10.4135/9781452231372.n13

Gaskin, J. (2016). Structural Equation Modeling. Preluat de pe Gaskinations StatWiki: http://statwiki.kolobkreations.com/index.php?title=Structural_Equation_Modeling

Grubb, E., & Grathwohl, H. (1967, October 31). Consumer Self-Concept, Symbolism, and Market Behavior: A Theoretical Approach. Journal of Marketing, 31(4), 22-27. https://doi.org/10.1177/002224296703100405

Hair, J., Black, W., Babin, B., & Anderson, R. (2010). Multivariate data analysis. New Jersey: Prentice Hall.

Howe, N., & Strauss, W. (1992). Generations: The History of America`s Future. New York: Harper Collins.

Hu, L., & Bentler, P. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equations Modeling, 6(1), 1-55. https://doi.org/10.1080/10705519909540118

Hudson, W. (1982). Construction and Validation of Self-Esteem Scale. New York: Othorn.

Jacobsen, J. (2017). Navigating the next generation of consumers. Preluat de pe BevIndustry: www.bevindustry.com/articles/90196-navigating-the-next-generation-of-consumers?v=preview.

James, W. (1893). Principles of psychology (Vol. 2). Cambridge, MA: Harvard University Press.

Kardes, F., Cronley, M., & Cline, T. (2015). Consumer Behavior (ed. Second). Stamford: Cengage Learning.

Khairi, M. (2022, 02 20). What does Personal development look like for Generation Z? Preluat de pe Medium.com: https://yamtaro.medium.com/what-does-personal-development-look-like-for-generation-z-7bc58d83a82e

Kotler, P., & Keller, K. (2012). Management Marketing (ed. 14). Edinburgh Gate: Pearson Education Limited.

Lan, S. (2014). An Importance-Performance Analysis of Multigenerational Preferences in Guestroom Technology. Preluat de pe UNLV Theses, Dissertations, Professional Paper: https://digitalscholarship.unlv.edu/cgi/viewcontent.cgi?article=3621&context=thesesdissertations

Lanier, K. (2017). 5 things HR professionals need to know about Generation Z. Strategic HR Review, 16(6), 288-290. https://doi.org/10.1108/SHR-08-2017-0051

Last, A. (2014). 5 Reasons Generation Z Could Be the Ones to Save US. Preluat de pe Sustainable Brands: www.sustainablebrands.com/news_and_views/stakeholder_trends_insights/andy_last/5_reasons_generation_z_could_be_ones_save_us.

Noble, S., & Schewe, C. (2003). Cohort Segmentation: An exploration of its validity. Journal of Business Research, 56(12), 979-987. https://doi.org/10.1016/S0148-2963(02)00268-0

Plăiaș, I. (2011). Comportamentul consumatorului. Cluj-Napoca: Risoprint.

Rogers, C. (1951). Client-Centered Therapy: ITS Current Practices, Implications and Theory. Boston: Hougton Mifflin.

Schiffman, L., & Wisenblit, J. (2015). Consumer Behavior (ed. Eleventh). Harlow: Pearson Education Limited.

Sirgy, J. (1982, December). Self-Concept in Consumer Behavior: A Critical Review. Journal of Consumer Research, 9, 287-300. https://doi.org/10.1086/208924

Solomon, M. (2017). Consumer Behavior - Buying, Havong, and Being (ed. Twelfth). Harlow: Pearson Education Limited.

Williams, A. (2015). Move Over, Millennials, Here Comes Generations Z. Preluat de pe NyTimes: www.nytimes.com/2015/09/20/fashion/move-over-millennials-here-comes-generation-z.html?mcubz=2.

Williams, K., & Page, R. (2011). Marketing to the Generations. Journal of Behavioral Studies in Business, 3(3), 1-17.


Full Text: PDF

Creative Commons License
This work is licensed under a Creative Commons Attribution 3.0 License.