摘要：The paper analyses behaviour of Generation Z (GenZ) in the region of Balkans (Serbia, Croatia and Republika Srpska). It presents the survey that was conducted among young people of age between 12 and 25, during December 2019 and January 2020. Total of 523 persons participated: 309 respondents from Serbia, 102 from Croatia and 112 from Republika Srpska. The analyzed topics were: Generation Z and communication, the role of Internet in life of Generation Z, attitudes of GenZ towards shopping and consumption habits. Besides many similarities of the results between global surveys and this one aiming region of Balkans, some specifics of the region were found and analyzed. The aim of the paper was to present insights that can help researcher (preferably in the field of marketing) to better understand the behavior of GenZ. The conclusion provides an analysis-comparison of similarities and differences of Generation Z in the Balkans comparing to global experiences.
其他摘要：U radu se analizira ponašanje generacije Z (GenZ) na Balkanu (Srbija, Hrvatska i Republika Srpska). Predstavljeni su rezultati istraživanja koje je sprovedeno među mladima od 12 do 25 godina tokom decembra 2019. i januara 2020. Ukupno je učestvovalo 523 ispitanika: 309 ispitanika iz Srbije, 102 iz Hrvatske i 112 iz Republike Srpske. Analizirane teme su bile: Generacija Z i komunikacija, uloga interneta u životu generacije Z, navike u kupovine i potrošnji GenZ. Pored mnogih sličnosti rezultata između globalnih istraživanja i ciljanog regiona Balkana, pronađene su i analizirane i neke specifičnosti regiona. Cilj rada je bio da predstavi uvide koji mogu da budu od pomoći istraživačima (prevashodno marketarima) da bolje razumeju ponašanje GenZ. Zaključak daje analizu-poređenje sličnosti i razlika o generaciji Z na svetskom i nivou Balkana.
