본 연구는 Z세대를 향한 한국교회의 선교방향과 방법을 연구하였 다. Z세대는 M세대와 전혀 다른 세계관과 가치관을 가지고 태어났다. 그들은 디지털 네이티브 세대로서 권위적이고 수직적인 관계를 거부하 고, 수평적이고 쌍방향적인 관계를 지향하며, SNS.통하여 소통하기를 좋아한다. 자신만의 루틴을 가지고 개성, 취향을 가지고 살아가며, 공정성에 민감하고, 취업, 진로, 입시, 경제적인 어려움으로 미래가 불투명하여 고민하고 불안안 세대이다. 신비적이고 영적인 것을 추구하 는 세대이다. 그리고 한국교회가 본질을 상실하고 자기 중심적이며, 폐쇄적이어서 부정적인 생각을 갖고 있다. 이러한 상황에서 Z세대를 선교하기가 매우 어렵다. Z세대와 다리놓기와 접촉점을 갖기 위해서는 우정전도, 관계전도를 해야 하며, 교회가 적극적으로 사랑의 환대와 그들의 필요를 알아 맞춤전도를 실천해야 한다. 그리고 지역과 학교, 기관과 연대하여 멘토링과 코칭을 시행해야 한다.

This research aims to analyse consumers’ (Millennials and Gen Z) luxury consumption behaviour by focusing on the intrinsic and extrinsic motivations that drive consumption of luxury goods. Then, the study investigates whether they prefer to purchase offline or online for luxury goods. Lastly, it analyses which media most influences individuals when it comes to luxury consumption. An online survey is developed and distributed to Millennials and Gen Z. A first round of data collection took place in 2022 and a second round of data collection will take place at the beginning of 2024. Initial findings show that consumers are driven by intrinsic rather than extrinsic motivations when purchasing and who influences more when buying luxury online. Furthermore, it emerges that consumers prefer to shop offline, highlighting the importance of physical stores.

Generation Z is reported to have a precocious positive attitude to luxury while, in contrast to previous generations, caring less about status and more about ethics. Therefore, we study the predictors of luxury brand perceptions (the BLI dimensions and brand ethicality) and brand attitude as a consequence of it. We test our model based on survey data on perceptions of three luxury car brands by a sample of 218 Gen Z consumers in Germany. Our findings show that only three of the six proposed antecedents significantly predict luxury brand perceptions. Further, they show that to appeal to Gen Z consumers, luxury brands should focus on conspicuousness, hedonism, quality and ethicality. Overall, our findings call for more research on the evolving nature of luxury perceptions with younger generations.

Environmental concern has escalated as the climate crisis is an increasingly prevalent issue for the global society. Further catalysed by the onset of the Covid-19 pandemic, consumer behaviours are shifting, materialising in greener purchasing behaviour and heightened expectations of environmental brand practices. This phenomenon is affecting consumer attitudes and behaviour towards fashion brands. As such, credible environmental marketing strategies are increasingly central to brand success, influencing brand credibility perception.

Numerous studies suggested that Generation Z (Gen Z) is an age group that seeks individuality more than other generations. Their aesthetics, identity, and belief must represent their self-value. The consumption of fashion was selected as a focus of this study. Our consumption of fashion represents our value, and we construct and present our identity with physically what we wear when we face society daily. Looking at the fashion styles of Generation Z, this study aims to examine whether Generation Z in Hong Kong practice individuality or conformity in the course of their fashion consumption behaviour by a preliminary study. Generation Z perceives their fashion consumption behaviour to reflect their individualism and values. However, the findings suggest that there is a high degree of conformity among Generation Z's fashion consumption behaviour. This conformity is observed in the creation of a distinctive fashion style, which is influenced by the cultural aesthetics, values, and preferences of Generation Z, resulting in a unifying effect that goes unnoticed by the individuals. This complex formation of Generation Z fashion consumption behaviour has a complex implication to fashion marketing, where both the sense of exclusivity and conformity must both be exhibited to satisfy the consumption needs of Generation Z.

The current paper aims to understand green behavior from the perspective of Gen Z, the emerging consumers of a new tech-savvy world, driven by social media. We offer a novel definition of green behavior via the lens of consumer activism in the context of social media, the basis for purchase decision-making by Gen Z. Undertaking a review of extant literature, we also identify a conceptual model for green behavior as a form of consumer activism in social media. We identify perceived environmental transgression as a precursor to green behavior. We also study the less-studied moderators of green stigma and green skepticism, which are important both in the context of Gen Z as well as social media.

The aim of this study is to select MLMA and Noen Eubanks as representatives of Gen Z’s unique subculture ‘E-girl’ and ‘E-boy’ to analyze fashion images and determine their meaning through the perspective of persona. To conduct this study, a literature review and case studies were combined and fashion images of E-girl and E-boy appearing on social media were analyzed to identify the personas they expressed. A case study of MLMA and Noen Eubanks’ Instagram and TikTok account posts showed that grotesque, kitsch, and gender-related images stand out. The digital personae demonstrated by E-girl and E-boy fashion images were demonstrated to be a strange persona that reject perfect beauty and a playful persona escaping from reality and anxiety. Lastly persona of individual identity was shown to be formed. This study provides a basis for understanding and interpreting Gen Z’s culture and aesthetics that will lead to future trends. Based on this study, I hope that various studies on E-girl and E-boy apparel will be conducted, and that by understanding the importance of E-girl and E-boy culture for Gen Z (which is paying attention to fashion trends), this can be used as a marketing strategy to consider their characteristics, with data used to inform design development.