European Journal of Business Science and Technology 2025, 11(1):85-98 | DOI: 10.11118/ejobsat.2025.004

Social Networks and Conspicuous Food Consumption: A Comparative Study Among Generations Z, X, and Y in the Czech Republic

Jana Brenkusová Pavelková1, Jana Turčínková1, Jakub ©ácha1
1 Mendel University in Brno, Czech Republic

This study examines the links between conspicuous consumption and user activity on social media platforms, focusing on Generations Z, Y, and X. A set of statements focusing on conspicuous consumption, consumer behaviour on social media, and their food consumption habits was developed and tested on a sample of 679 respondents from the Czech Republic comprising these generations. Factor analysis was used to group tested statements into factors, and regression analysis was used to examine their association with salient consumption patterns. While the link between social media activity and conspicuous consumption was only confirmed for Generation X, the online behaviour of Generation Z, the confirmed influence of influencers on the purchasing behaviour of this generation, suggests a potential link that requires further  investigation.

Keywords: conspicuous consumption, social networks, comparison of generations, food consumption
JEL classification: E21, M31, O32

Received: July 9, 2024; Revised: December 18, 2024; Accepted: January 3, 2025; Published: June 30, 2025  Show citation

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Brenkusová Pavelková, J., Turčínková, J., & ©ácha, J. (2025). Social Networks and Conspicuous Food Consumption: A Comparative Study Among Generations Z, X, and Y in the Czech Republic. European Journal of Business Science and Technology, 11(1), 85-98. doi: 10.11118/ejobsat.2025.004
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