SOCIAL-PSYCHOLOGICAL CHARACTERISTICS AND IDENTIFICATION FEATURES OF GENERATIONS Y AND Z

This article analyzes the decision-making characteristics of representatives of Generations Y and Z in the digital environment. It examines the conditions under which these generations have developed, as well as their differences in receiving and using information. Furthermore, it highlights the roles of the social environment, parental opinions, virtual communities, and social networks in decision-making. The distinctive aspects of the decision-making processes of Generations Y and Z are examined comparatively. The research findings indicate that the digital environment influences the socio-psychological characteristics of these generations.