Faktory ovlivňující nákupní chování gen Z na trhu s luxusním zbožím

The luxury goods market is currently experiencing a transformation. Both the very understanding of luxury brands and their consumers are changing. The new Generation Z, with specific consumption behaviour, has grown into a distinct consumer group. According to Global Web Index survey, it currently accounts for more than a half of luxury fashion consumers, together with the Millennial Generation. Based on the findings in the theoretical framework, which describes Generation Z, the understanding of luxury and luxury brands, consumer behavior and social media, the practical part conducts quantitative research among representatives of Generation Z. The research examines the influence of parents, friends and selected social media. The aim of the research is to determine which factors have the greatest influence on shopping behavior among young consumers.