Abstract

Generation Z, which represents the generation that came into the world in 2000 and beyond, has opened its eyes to the world in a sociological, cultural and more global environment than the generations before it. Generation Z consumers have become acquainted with the technological possibilities that generations so far have had the opportunity to meet very early in their infancy. It also lives in an age of abundance that has not been seen by previous generations. All these developments are undoubtedly thought to have caused significant changes in consumption behavior of the Z generation. The aim of this study is to investigate the hedonic consumption behavior of Z generation consumers in terms of demographic characteristics. As a result of the research, differences were found between the participants' gender, age, frequency of shopping, education level of their fathers, and their habitation habits among the places where they lived the longest.