Frugal Lifestyle Trend Among Generation Z

Abstract

This research is based on the phenomenon of Generation Z’s life as the next generation who spends their expenses sparingly due to several current global threats such as the depletion of global resources, the climate crisis, to the Covid-19 pandemic. This frugal lifestyle behavior is characterized differently and for different reasons over time. Therefore, it is necessary to understand frugal living and its relationship with Gen Z as frugal consumers’ acceptance which is also the study’s goal. Data analysis from a survey of 100 student respondents was conducted. Six dimensions of frugality studied were planning and control of spending, usefulness, deals as temptations, bargain-hunting tendency, the triumph of a good deal, and durability. The results of this study will show the relationship between frugality and behavioral intention to use.

Consumer Nutritional Awareness, Sustainability Knowledge, and Purchase Intention of Environmentally Friendly Cookies in Croatia, France, and North Macedonia

“…The other generations are financially considerate, but not as much as Generation Z. This is also confirmed by evidence of greater frugality among the youngest generation [52]. A previous study of consumers in Kelantan [53] identified the key factors driving Generation Z to purchase snacks: packaging, price, available health information, availability, and taste.…”