Social Networks and Conspicuous Food Consumption: A Comparative Study Among Generations Z, X, and Y in the Czech Republic

This study examines the links between conspicuous consumption and user activity on social media platforms, focusing on Generations Z, Y, and X. A set of statementsfocusing on conspicuous consumption, consumer behaviour on social media, and their food consumption habits was developed and tested on a sample of 679 respondents from theCzech Republic comprising these generations. Factor analysis was used to group tested statements into factors, and regression analysis was used to examine their associationwith salient consumption patterns. While the link between social media activity and conspicuous consumption was only confirmed for Generation X, the online behaviour ofGeneration Z, the confirmed influence of influencers on the purchasing behaviour of this generation, suggests a potential link that requires further investigation.