RT Journal Article
SR Electronic
A1 Brenkusová Pavelková, Jana
A1 Turčínková, Jana
A1 Šácha, Jakub
T1 Social Networks and Conspicuous Food Consumption: A Comparative Study Among Generations Z, X, and Y in the Czech Republic
JF European Journal of Business Science and Technology
YR 2025
VO 11
IS 1
SP 85
OP 98
DO 10.11118/ejobsat.2025.004
UL https://ejobsat.cz/artkey/ejo-202501-0004.php
AB 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.