THE MEANING OF LIFE AT 20 YEARS OLD. GENERATION Z CONSUMERS
Adriana MANOLICĂ, Irina CEBAN, Nurit ROZOLYO-BEN-HAMOZEG, Eliza HOPȘA
Alexandru Ioan Cuza University (Management, Marketing and Business Administration Department, Faculty of Economy and Business Administration), Iași, Romania
manolica@uaic.ro
irina.ceban08@gmail.com
Abstract: We live in a digital society where people can use their smartphones daily and just by a click, everything can be controlled and performed. As long as our world improves we as humans strive to find out more about life and the meaning of it. Every day we create new connections, share emotions with family and friends, but do we have time to think about the meaning of our lives? This research aims to explore how Z Generation consumers understand their meaning in life. Z Generation, with the help of technologies, are more capable to look for different definitions about this concept than other generations. The purpose of our paper is to understand better the opinion of the Z Generation about this subject and how their choice as consumers is affected by their perception. The results and conclusions are obtained with the help of a qualitative research conducted on students of Iasi universities with a focus on their perceptions and opinions regarding the meaning of life.
Keywords: meaning in life; Z Generation consumers; youngsters values.
