Transformation of consumer values among representatives of generation Z

Abstract

The article examines the characteristics of consumer behavior of Generation Z representatives. An analysis of available literary sources has shown that the existing idea of A. Maslow’s hierarchy of needs is also undergoing a process of transformation. A number of identified changes are described. Influenced by primary production factors, proposed by K. Marx, and other specific factors of production – entrepreneurial talent and information, the features of rational consumer behavior are consider ed. It was found that all considered factors of production have a positive impact on consumption, with the exception of information. To confirm the findings empirically, a study was conducted including the opinions of more than a thousand respondents belonging to Generation Z. All conclusions were confirmed. However, one of the issues made it possible to obtain an unexpected result, there must be a special focus on it.