Socio-cultural factors shaping the attitude of Generation Z and Generation Alpha youth towards quality

Abstract

Purpose: The primary objective of this paper is to analyze the socio-cultural factors that shape the attitudes of Generation Z and Generation Alpha towards quality in products and services. Methodology: The paper employs a multi-disciplinary approach, integrating insights from sociology, cultural studies, and consumer behavior. It examines the influence of media, family, and social groups on forming quality-conscious attitudes among young people. Results: The research reveals that media can both promote and undermine quality consciousness, depending on the nature and quality of the content. Family background, particularly parents’ education level, significantly influences young people’s awareness and understanding of quality. Social groups can reinforce or challenge family values and set high-quality standards if linked to shared hobbies, activities, or goals. Theoretical Contribution: This paper contributes to the literature on consumer behavior and quality consciousness by comprehensively analysing the socio-cultural factors influencing young people’s attitudes towards quality. It introduces the concept of quality-conscious attitudes as a three-component model encompassing knowledge about quality, feelings of desirability and legitimacy, and developed habits. Practical Implications: The findings of this research have practical implications for marketers, educators, and policy-makers. They highlight the need for quality education and awareness campaigns targeting young people and underscore the role of media, family, and social groups in shaping attitudes towards quality.

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