Refereed article in compilation book (A3)
Wellness Among Gen Zs in Western and Eastern Cultures During COVID-19
List of Authors: Grénman Miia, Hakala Ulla, Mueller Barbara, Chan Kara
Editors: Vignolles Alexandra, Waiguny Martin K. J.
Place: Wiesbaden
Publication year: 2023
Book title *: Advances in Advertising Research (Vol. XII): Communicating, Designing and Consuming Authenticity and Narrative
Title of series: European Advertising Academy
Volume number: XII
Start page: 53
End page: 64
ISBN: 978-3-658-40428-4
eISBN: 978-3-658-40429-1
ISSN: 2626-0328
DOI: http://dx.doi.org/10.1007/978-3-658-40429-1_4
URL: https://link.springer.com/chapter/10.1007/978-3-658-40429-1_4
This study sheds light on the ways wellness, a fast-growing industry all around the world, is incorporated into the daily lives of Gen Z consumers in Eastern and Western cultures during COVID-19. More specifically, we investigate perceptions of wellness and the products, services, and brands used by Gen Zs as means of achieving wellness. The empirical study was conducted in the U.S., Finland, and Hong Kong.
