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

Author

Listed:
  • Jana Brenkusová Pavelková

    (Mendel University in Brno, Czech Republic)

  • Jana Turčínková

    (Mendel University in Brno, Czech Republic)

  • Jakub Šácha

    (Mendel University in Brno, Czech Republic)

Abstract

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.

Suggested Citation

  • Jana Brenkusová Pavelková & Jana Turčínková & Jakub Šácha, 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, Mendel University in Brno, Faculty of Business and Economics, vol. 11(1), pages 85-98.
    • Handle: RePEc:men:journl:v:11:y:2025:i:1:p:85-98
    DOI: 10.11118/ejobsat.2025.004
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    More about this item

    Keywords

    conspicuous consumption; social networks; comparison of generations; food consumption;
    All these keywords.

    JEL classification:

    • E21 - Macroeconomics and Monetary Economics - - Consumption, Saving, Production, Employment, and Investment - - - Consumption; Saving; Wealth
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • O32 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Management of Technological Innovation and R&D

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