Miia Grénman, Ulla Hakala, Barbara Mueller, Outi Uusitalo
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引用次数: 0
摘要
本文探讨了 Z 世代消费者对超越消费主义的美好生活的看法,以及他们的看法和做法在危机和他们所处的文化背景下是如何演变的。我们提出了一项独特的理论和实证跨文化调查,重点关注生态危机和 COVID-19 大流行,以及它们给美国(加利福尼亚州)和芬兰 Z 世代日常生活带来的变化。在 COVID-19 之前和期间,通过焦点小组访谈以及开放式和封闭式调查收集了两组大型定性数据,并通过 PERMA 框架进行了分析。研究结果表明,Z 世代通往美好生活的途径包括:健康的行为和平衡;积极而有意义的人际关系;快乐和积极;有意义的事情;生产力和目标;以及日常生活。研究结果还表明,自 COVID-19 以来,Z 世代越来越多地转向良性行为和以美满为导向的生活,其中适度、有意义和自我实现发挥了关键作用。Z 世代被视为全球消费群体和可持续未来变革的推动者,因此,了解这些未来的专业人士、领导者和主流消费者如何看待美好生活,将为如何为自然和后代提供生态可持续的福祉提供理论和实践上的启示。
Generation Z's perceptions of a good life beyond consumerism: Insights from the United States and Finland
This paper examines Generation Z consumers' perceptions of a good life beyond consumerism and how their perceptions and practices have evolved during crises and the cultural context in which they live. We present a unique theoretical and empirical cross-cultural investigation which focuses on the ecological crisis and COVID-19 pandemic, and the changes they have caused to Gen Zs' daily lives in the United States (California) and Finland. Two large qualitative data sets were collected through focus group interviews and open- and closed-ended surveys before and during COVID-19 and analyzed via the PERMA framework. Findings revealed that Gen Zs' pathways that lead to a good life include: healthy behaviors and balance; positive and meaningful relationships; happiness and positivity; meaningful things; productivity and goals; and daily routines. Findings also indicated that since COVID-19, Gen Zs are increasingly shifting toward virtuous behaviors and eudaimonic-oriented life, in which moderation, meaningfulness, and self-realization play key roles. Gen Zs are characterized as a global consumer cohort and a driver of change for a sustainable future, thus understanding how these future professionals, leaders, and mainstream consumers perceive a good life provides theoretical and practical insights into how to provide ecologically sustainable well-being for nature and future generations.
期刊介绍:
The International Journal of Consumer Studies is a scholarly platform for consumer research, welcoming academic and research papers across all realms of consumer studies. Our publication showcases articles of global interest, presenting cutting-edge research from around the world.